Rutberg Quarterly, Q1 2009
March 4, 2009

What Are Advertisers Spending Money on in 2009?

For companies across the mobile ecosystem, understanding what advertisers want is critical not only to 2009 budgets and plans but also to long-term business building and industry development. The questions and uncertainties about advertisers' interests are further complicated by a) today's macro-economic environment, in which advertisers across geographies and industries are re-examining, reducing, or eliminating marketing expenditures, and b) the growth of digital and emergence of mobile media, out of which new concepts and models for engaging with consumers are possible but are yet largely unexplored.

In this session, decision-makers from advertisers and agencies will share their views and counsel on 2009 priorities and activities. The discussion will focus on practical and actionable guidance, will include both digital and mobile in context of traditional media, and will feature speakers with meaningful budget allocation responsibility. Illustrative questions include:

• How are advertisers allocating dollars in today's environment? Where is strategic value?
• How are consumers spending time with media, both now and in the near future?
• What programs are working the best and the least?
• Where are untapped potential marketing opportunities and dollars, if any?
• What are key ecosystem-level constraints, and how can they be resolved?
• What are alternative visions for digital and mobile advertising development, and what are near-term steps to explore those visions?