Digital to rise in 2010: Datran

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After enduring a difficult recession, marketers are expecting improved ad revenues and increased digital spending this year, according to a survey by digital firm Datran Media.

The company's fourth annual report, which examined the marketing and budgeting priorities of digital marketers, found that 73.6% of respondents believe advertising revenues will increase in 2010.

Marketers are also planning to spend more money on online channels, which they see as effective and measurable, according to the study. The survey found that 93.6% of respondents will increase their budget for digital marketing channels this year, and 72.8% will use audience measurement tools to assess the success of their digital efforts.

"There is a lot more talk about the results of digital these days, and more things are being considered digital," said Lana McGilvray, VP of marketing at Datran Media. "After declines, it is also natural for people to be optimistic."

This survey, conducted with the Direct Marketing Association Email Experience Council and other partners, surveyed more than 5,000 marketing executives last December.

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