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Digital marketing budgets increase again New report says digital marketing is leading the recovery of the industry.
Companies have increased their budgets for digital marketing for the second quarter in a row.
According to figures from the latest IPA (International Practitioners in Advertising)/BDO Bellwether report, digital advertising spend has been revised upwards for the second consecutive quarter.
However, marketing budgets in other areas continued to decline, but at a much slower rate than in previous quarters, leading to optimism in the industry.
An IPA survey panel, made up of marketers at 300 leading companies, reported that 35 per cent remained optimistic about the financial health of the industry in general, compared to 22 per cent that were more pessimistic.
Furthermore, preliminary data also confirms that 2010 budgets have been set higher on average than in the previous year.
Rory Sutherland, IPA president, said: "These findings are welcome, in that they show that the picture painted by the last Bellwether Report was not a false dawn. This latest report also seems to bring particularly good news for direct and digital marketing activities, which seem to be leading the recovery."
Last week, Jamie Estrin, managing director of online advertising network Web TV Enterprise, said that companies could expect online advertising to increase as the number of people watching internet video continues to rise.
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