This is an impressive report, both by the numbers as well as the graphical displays using very effective typography.
Question: Which medium will represent the largest percentage increase in spending this year for your brand (or your top client)?
Answer: See Graph showing it's Online Brand.
Question: What is your confidence in the ROI metric available for this medium?
Answer: Online, Direct, and PR score the highest, see Graph
Question: Which medium will take the biggest hit in your planning in the next few years?
Answer: Newspapers, TV, and Magazines are in trouble, the web has no measurable downturn, see graph.
It's interesting to see that Google results are not considered as effective in brand building as a National TV campaign. However if one did a cost benefit analysis, it's possible have tighter and more accurate results with SEM, SEO.
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