More than half of marketer and agency professionals surveyed by Advertiser Perceptions predicted they would increase ad spending in digital media during the next 12 months, far more than the share predicting the same for traditional channels such as cable TV (31%), broadcast TV (20%), magazines (14%) and national newspapers (11%).
But the appetite for different kinds of digital media is becoming very particular, according to Advertiser Perceptions, which twice a year takes the pulse of about 2,000 marketer and agency professionals. Respondents were most bullish on new outlays in social media, with 47% saying their spending there will rise, followed by video sites like YouTube and Hulu, with 40% predicting increases.
Portals, which include Yahoo and AOL, ranked lowest within digital, with just 16% of respondents saying they expected new spending there. Portals made up the only digital category where more respondents predicted declines.
Ken Pearl, CEO of Advertiser Perceptions, described the trend as "an equalizing within the category."