Credit Suisse: CMOs Boost Web Spending

The Internet continues to gain clout with CMOs and buy-side decision-makers, according to a new survey from Credit Suisse showing that executives plan to boost ad spending on the Web by 17 percent over the next year.

That's a substantial increase from the last quarterly poll, which revealed that client and agency executives planned on an 8 percent increase.

Credit Suisse conducts a survey of 100 CMOs and other top ad buyers each quarter, along with TNS Media Intelligence. The third-quarter results revealed the 17 percent jump--up from 8 percent in the second quarter.

Marketers surveyed by Credit Suisse also said they are increasingly turning to search-based ads (69 percent said they now use them--up from 57 percent during the second quarter). Meanwhile, branded ad use fell from 82 percent during the second quarter to 74 percent in the third. That shift comes as sites such as MySpace are aggressively trying to boost display, branded advertising.

Not all research companies agree with the trend reported by Credit Suisse. Blackfriars Communications, a separate company that surveys executives about marketing budgets, recently reported that its survey of 317 executives showed that companies intended to spend 16 percent of their marketing budgets online--down from a previous forecast of 23 percent.

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