A recent article in AdWeek relays the findings of a survey by the American Advertising Association, which states that marketers seem to be realizing the huge potential of new media vehicles such as Second Life and You Tube, and allocating up to 15% of their marketing budgets to new media intitiatives. Further, the study states that roughly 73% of survey respondents are putting 20% of budgets to new or emerging media.
I hope that the skeptic in me will be proven wrong, and that we'll see marketers committing to their words and coming up big on new media, but that remains to be seen. Comes back to an earlier post of mine, in which I cited a survey from Prophet that states almost 40% of marketers say that their companies only adopt new/innovative marketing techniques after the success has been proven in the market place. The real winners in new media will be the ones who swing for the fences early, establish themselves as pioneers of emerging and innovative ways to talk to people, and committ to it in the long term.
Nike is a company that seems to be committing to new forms of media. I'm sure you've all seen their new spot for The Second Coming. As fucking cool as the spot is, they took that to the next level by having a microsite for it (Nike Mash Up) which allows visitors to remix the spot and create their own. I myself spent a good 2 hours messing around with this, its engaging and provides true interaction between me and Nike. That's what I like to see.