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Advertisers Anticipate Increases In Spending: Survey

Optimism About Digital-Media Outlays

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The new year brought a slightly better economy, a lower unemployment rate and renewed optimism among marketers, with most indicating they are ready to boost their spending this year, according to a survey of senior decision-makers by Advertiser Perceptions.

The firm polled more than 1,200 media decision-makers, representing a cross-section of major U.S. advertisers, during the fourth quarter on their plans and perceptions. The most optimistic advertisers were in the beauty, alcoholic beverages, financial services, consumer electronics and automotive categories.

The ad market has already seen some evidence, with both Coca-Cola and PepsiCo telling investors recently that they planned to increase their product-marketing budgets.

Nearly all major advertisers plan bigger outlays for digital ad channels. Search advertising is rebounding after a slight dip last spring, and digital video media is exceptionally strong.

Respondents showed the greatest optimism for advertising with mobile, digital, and cable-television media. They showed moderate optimism for broadcast and improvements for magazines and national newspapers, although sentiment for those print-media vehicles remains largely pessimistic.

With most respondents planning to increase their spending, the survey represents the 5th "optimistic" finding since the recession affected the advertising marketplace in 2007 and 2008. Despite the upbeat sentiments expressed in the survey, Advertiser Perceptions CEO Ken Pearl said the market is not totally out of the woods. "There's definitely still some fear, uncertainty, and doubt as it relates to the economy, but as we've shown, more are saying they are planning to increase than decrease."

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