As Dollars Move To Mobile... Who Loses The Advertising?
October 31, 2014 at 3:56 AM (PT)
Radio is not mentioned in a new study -- and that turns out to be a good thing. EMARKETER reports, "advertisers are shifting ad dollars to mobile and away from other formats in order to drive customer engagement, reach consumers across platforms, build brand awareness and drive retail or online sales, according to a JULY 2014 study by ADVERTISER PERCEPTIONS."
Will radio be hurt? Perhaps some, but the big losers appear to be print, television and digital display.
"More than 40% of U.S. advertising decision-makers who planned to increase mobile ad spending over the next 12 months said they were taking money out of their print advertising budget to do so, while 34% said the same about TV ads. Even digital ads aren’t safe. Nearly one-third of respondents said they would lower investments in digital display advertising in order to spend more on mobile. A lucky 38% of respondents planned to fund higher mobile spending thanks to an overall expansion of their budgets."