“The nation’s 100 biggest advertisers boosted 2011 total U.S. ad spending by 4.8%. But you wouldn’t know spending was on the rise if you looked only at last year’s measured media.
Measured spending for the top 100 actually slipped 0.2%. A double-digit measured-media gain for internet display spending and a small increase in TV did not make up for losses in newspapers, magazines and radio.
So where’s the money going? Into unmeasured disciplines—a vast pool that includes various digital plays (search marketing, online video and some forms of social media), promotion and direct marketing. The appeal is clear: Marketers are putting money into disciplines that directly connect them with targeted consumers.“