ANA study sees increase in digital marketing spending

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Phoenix—More than 90% percent of marketers plan to increase their digital marketing spending by 2010, according to a cross-industry study by the Association of National Advertisers.

The study was based on an online survey of more than 250 marketers, conducted for the ANA by Booz Allen Hamilton.

The top-line results were released Thursday prior to the kickoff of the ANA annual conference here.

While marketers are increasing their investment in digital marketing, they also identified barriers.

The most significant obstacles to digital media include insufficient metrics (62%), lack of organization support (51%) and lack of experience (59%) in new media.

Further results of the study will be presented at the ANA conference, which will be held Oct. 11-14.

—Kate Maddox

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