Where next for the Digital Mad Men?
Two apparently contradictory stories from the UK marketing press caught my eye recently, each from an impeccable source. One set of figures came from the Institute of Practitioners in Advertising (IPA) and the other from the Advertising Agency Register (AAR).
Firstly, UK Digital ad spend is still increasing and senior marketers expect this to continue. Indeed according to the respected IPA Bellwether report, online display spend forecasts were revised up 13.4% and Paid Search budgets revised up 14.9% during the last quarter of 2011; this despite the fact that marketing chiefs are, overall, more pessimistic about the year ahead than they […]