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June 15, 2007

Major Media Moving 20% of Ad Spend Online?

A new AAF study (that I haven't been to able to get a hold of yet) says that major ad spenders are in the process of moving up to 20% of their total ad budget to online media. If true, that is a huge shift, up from 4-8% at present.

The reason? The usual suspects: performance, measurability, targeting, immediacy, and so on. At the core though, there is no escaping the ad changes the web is pushing:

Mike Kelly, president, AOL Media Networks, said the immediacy of the statistics that can be generated from web traffic are creating demands for similar accountability throughout the media industry. "The ability to measure advertising is irresistible," he said.

[via AdAge/AAF]

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