• by Laurie Sullivan , Staff Writer @lauriesullivan, July 25, 2012

Dan Salmon, Equity Research Analyst, Advertising and Marketing Services, BMO Capital Markets, gives OMMA Data & targeting conference attendees a snapshot of how advertising budgets get allocated:

Paid media makes up about 87% of marketing spend
Advertising, 53%
Marketing services like direct mail makes up 34%
IP marketing ad agency fees, 8%
Data and intelligence makes up about 4% of spend
Despite all the hype, software and technology only makes up about 1% of spend.
IP marketing 25% of marking spend. Not just the internet but mobile and connected TVs.