Brafton has reported that internet ad spend is on the rise, and a new survey relayed by eMarketer suggests online and digital advertising is marketers' second-leading focus.
Software company Strata asked its advertising partners about their preferred ad mediums in Q4 2010, and the results suggest that marketers want to invest in the internet. More than one in five advertisers (21 percent) say they are most focused on the internet as an ad channel.
The barriers to increasing online ad spend seem to relate to marketers' concerns about the efficacy of the internet. Yet, 61 percent of advertisers said they advertised with social media last quarter, and more than 80 percent of Stata's clients express interest in iPhone ads to reach mobile web users this year. Another 30 percent say they will use some sort of geosocial marketing platform this year.
In spite of the interest in new internet-based channels, spot television ads proved the No. 1 focus of marketers last quarter, with 44 percent of advertisers citing them as their preferred ad medium. But marketers may want to shift their focus from television to the internet in light of recent reports that suggest consumers would forgo cable before the web.
As Brafton reported earlier this week, consumers are more attached to the internet and mobile devices than cable. An AdAge survey reveals that just 6 percent would hypothetically give up the internet, where nearly half would give up cable to maintain internet access.
