Digital to rise in 2010: Datran

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.