Panel: Marketers less willing to take new media chances next year

11/6/2008 | MediaPost Communications

Marketers, grappling with a sluggish economy, next year are likely to allocate less of their budgets for experimental media, including social networks, digital out-of-home and mobile, in favor of more proven segments, according to a panel at ad:tech New York. "[2009] is not the year for testing," said Donna Speciale, president of investment and activation at MediaVest USA. "Brands want to stick with areas that are tried and true."

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