AAF Study: Major Shift To Online

A new joint study by the American Advertising Federation (AAF) and Atlantic Media reveals advertising executives feel we are in the middle of a rapid shift to online media. According to respondents in the survey, media budgets devoted to online would increase 33 percent in 2006.

In addition, the surveyed ad execs felt that continued traditional media stagnation and fragmentation would drive more advertisers online. In a related news story this week, AAF reported, “Traditional advertising challenges remain major industry concerns, such as demonstrating ROI, creating ideas that break through the clutter and integrating creative across media channels.”

The study surveyed 75 key advertising executives from agencies, media companies and marketers. Over 80% of the respondents had over 15 years experience in the advertising business. You can also find more on the story at AdWeek.