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APAC marketers half of budgets to owned and earned media in 2013
ASIA-PACIFIC - Marketers in Asia-Pacific are planning to allocate about half their budgets to paid media, 25 per cent to owned media and 24 per cent to earned media this year, according to a joint report by Campaign Asia-Pacific Intelligence and Zenith Optimedia.
This budget allocation brings Asia-Pacific more in line with the rest of the world, where on average marketers plan to allocate 47 per cent of their money to paid, 25 per cent to earned and 29 per cent to owned.
The report, Paid, Owned and Earned: Precision Touchpoint Planning for Real-time ROI was based on a survey of 48 senior brand managers around the region in late 2012 by Campaign Asia-Pacific Intelligence and data derived from Zenith Optimedia's Touchpoints ROI tracker.
Until now, paid has held the lion's share of the marketing budget in Asia-Pacific, but this more even split of resources indicates a gradual shift toward a reduction in paid media in favour of owned and earned.
The marketers surveyed are divided on the importance paid and earned media will retain over the next three years, with opinions equally in favour of paid and of earned as "the most important". However, the majority agreed that owned was the second most important.
Overall, among marketers in Asia-Pacific, growth in allocation of budgets to owned media will be largely driven by those currently spending the least in this area. The number of marketers now investing 10 per cent or less of overall marketing spend is expected to drop from 31 per cent in 2012 to 27 per cent in 2013 and 19 per cent by 2015. read more http://www.campaignasia.com/Article/330298,apac-marketers-will-allocate-half-of-their-budgets-to-owned-and-earned-media-in-2013.aspx?eid=21&edate=20130129&utm_source=20130129&utm_medium=newsletter&utm_campaign=daily_newsletter