From AAF's (American Advertising Federation) news release:
The AAF Media Investment Survey 2007 confirms a strong commitment among executives to complementing traditional media by allocating a portion of their budgets to new media properties and experimentation. The survey also revealed executives' belief that traditionally staid media categories are in need of innovation if they are to remain competitive ... (see also below)
- 87.4 percent believe that the pace and scope of innovation in the media landscape inspires creativity.
- 73 percent said that one to 20 percent of their budget is reserved for experimentation and new media properties
- 12.4 percent want to spend between 21 to 40 percent of their budget in this category (and average is about 15 percent)
Full presentation (PPT)