Results from a new survey by the American Advertising Federation revealed that marketing budget now allocate an average of 15 percent of their media budgets to nontraditional outlets, said Ad Week. A total of 73 percent of respondents to the survey said that they put aside 20 percent of their budgets on new, merging or innovative media.
Another 12 percent said that they now have 40 percent of their budgets earmarked for new formats. Around 10 percent said that all of their budgets are targeted to traditional media.
The survey included around 1,000 marketing industry leaders and is the first time the AAF has done this type of study.
Those surveyed said that the three biggest surprises for the year were the interest shown in the Second Life virtual community, the popularity of YouTube, and the surge of "mash-ups," or aggregated online content.
The things that were least surprising were the growing availability of TV programs online, text messaging and the continual growth of online communities.
The vast majority (80 percent) said that 2006 had changed faster than 2005, and another 60 percent believe that this year will even change quicker.
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