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BtoB EXCLUSIVE: Cross-media: The future of ad selling

Spending trends

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Twenty-one percent of advertising media buyers believe their companies' media spending for the first half of this year will be greater while 30% believe it will be the same compared with the first half of 2000. Thirty-six percent believe it will be lower.

Eighteen percent of advertising media buyers expect their companies will spend more for media during the second half of this year than during the first half. Forty-five percent expect it will be the same or lower. However, the percentage of buyers answering "Don't know" on second half spending more than doubled, from 12% to 37%.

Thirty-nine percent of buyers of cross-media advertising packages said the use of cross-media advertising packages has led to a change in their companies' advertising media mix. A greater percent of clients and advertisers (56%) than agencies (31%) said this.

Of those buyers who said the use of cross-media advertising packages had led to a change in their companies' advertising media, 40% said the Internet has benefited most. Equal groups of 20% said that direct marketing and magazines have benefited from their use of cross-media advertising packages. Ten percent or fewer said that TV, newspapers and radio have benefited from changes in companies' advertising mix.

Bill Niles is project director at Erdos & Morgan.

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