More Ad Dollars Head Towards Mobile, Social Media

It always amuses me when a “new report” comes out that state the obvious – “the pullback of ad dollars and mobile devices becoming personal computers are the most disruptive forces in media today,” according to a new survey by KPMG LLP, the U.S. audit, tax and advisory firm.

As a mobile marketer, what’s bad news for old media is (mostly) good news for us. In polling more than 200 media, marketing, and advertising execs, KPMG found that some 75 percent of executives predict that advertisers will move more than a quarter of media time and spending away from traditional channels in the next five years, while social networks and mobile marketing are expected to see increased activity.

With regard to mobile marketing, KPMG found that 65 percent of executives say media companies currently adapt less than a quarter of their content for mobile consumption, while 27 percent believe the current content adaptation rate is between 26 and 50 percent. However, 87 percent of respondents say media companies will move more content for mobile consumption in the next two years.

KPMG conducted the survey in collaboration with AlwaysOn, the venture capital new media organization. In the survey, 49 percent of respondents said that the pullback of advertising dollars is the most disruptive force in media today, followed closely by mobile devices becoming personal computers (40 percent).