• by Jack Loechner , Staff Writer @mp_research, November 15, 2007

Measurement Seen As Hurdle to Ad Spend On Emerging Media

According to a survey by Gundersen Partners among 377 marketing and general Management leaders on new and emerging media, about 45% of the respondents allocate less than 10% of their budget to new media. They indicate that this spending mix will shift significantly to only 20% allocating less than 10% of their media budgets to this area. The expectations are that 52% of the respondents plan to spend 10 to 30% and 28% plan to spend over 30% on new/emerging media. The study defined traditional media as television, print, radio, direct mail and outdoor versus new and emerging media, which includes Online.

80% of respondents plan to achieve their ideal level of new/emerging media within 2 years, and 35% plan to achieve this ideal goal within 12 months.

Information is the key hurdle to closing the gap faster. Of the hurdles mentioned, nearly 40% cited insufficient knowledge and 33% stated not having enough time to evaluate them. According to the study, though, Agencies did not score well in meeting advertiser information needs for "educating and exposing clients to new/emerging media".

The gap in the knowledge base of most advertisers with regard to new/emerging media, says the report, exists not only because of the wide variety of options, but also because of the constantly changing dynamic nature of the space. Given the amount of change, metrics do not generate the same level of confidence as in traditional media. 

70% of the larger advertisers, those spending $50MM and up on media, were more comfortable with current vehicles. These respondents reported satisfaction with the measurement of traditional media, while their level of satisfaction was 60% for measuring new/emerging media.

The study summary observes that, given the uncertainty over the relative value of alternative media, many new/emerging media firms are willing partners to testing.

To view complete results of the survey with opportunities outlined, please visit