Experimental media feels the chill of the downturn

10/15/2008 | Wall Street Journal, The

Spending on new and experimental media like virtual worlds, gaming, mobile and online video comprises a small part of the overall U.S. digital ad spend, which reached $21.1 billion last year, per eMarketer. But the share of ad dollars going to these experimental media appears likely to shrink as a result of the current economic downturn, according to this article. Chrysler CMO Deborah Meyer said: "We won't experiment in a lot of things that are fun to have. All of our dollars have to go to hitting in-market shoppers with the appropriate media."

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