73% of U.S. Companies Say They'll Advertise in New Media

The American Advertising Federation released a report last week that says 73% of U.S. companies say They'll advertise in new media. Some of the findings:

• Seventy-three percent of respondents said that one to twenty percent of their budget is reserved for experimentation and new media properties. Significant, however, is the finding that 12.37 percent of respondents list 21 to 40 percent of their budget as reserved for these items.

• In 2006, the most expected innovations in the media landscape were 1) the availability of TV programs on the Internet, 2) the mass adoption of text messaging in the United States, and 3) the importance of social media/networking as part of the communications plan.

The real question is, what percentage of that will be allocated to media that incorporates online video? What numbers are you seeing?