August 30, 2010

Borrell Associates is forecasting a moderate increase in overall ad spending for 2011, with continued strong growth for online advertising, including mobile. Overall, advertisers will increase their spending next year by less than 5% above this year's projected level, bringing U.S. ad spending totals to $238.6 billion.

We talked about budgets last week. Make sure your market projections are based on REALISTIC expectations. Of course, you can represent that you can outperform the market. That's fine. And after all, you are so much smarter than your competitor, but if you are projecting market revenue that's whack, the rest of your numbers are just that ... WHACK!

Be real. And stand your ground in your budget meetings. Every CEO I've ever worked for appreciates a GM who has the kahonas to speak with an educated, realistic mind.

Good luck!