Ad Age reports direct-to-consumer "unmeasured spending" drove 4.8% 2011 increase by U.S. top 100

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Issue Date: 
Jun 25 2012 - 11:45am

From Issue:

Ad Age reports "unmeasured spending" from the 100 Leading National Advertisers rose nearly 12% last year, as "measured media" spending actually slipped 0.2%. The net effect was that total U.S. ad spending was up nearly 5% -- growth clearly "fueled by disciplines that connect directly with consumers." 

"Ad Age has used the term 'unmeasured' to quantify ad and promotion spending distinct from media types... that are measured by tracking services." Such unmeasured media include various online/digital plays (e.g. search marketing, online video and some forms of social media and mobile ads), promotion and direct marketing.

The publication writes, "The appeal is clear: Marketers are putting money into disciplines that directly connect them with targeted consumers." 

Read more in Ad Age here.

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