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NEW YORK Marketers now earmark on average 15 percent of their media budgets for nontraditional outlets, according to a new survey by the American Advertising Federation. And 73 percent of those responding said they now allocate up to 20 percent on emerging or innovative media.
Just over 10 percent of those surveyed said they still earmark all of their budgets for traditional media, while 12 percent said they direct up to 40 percent of their ad dollars to nontraditional venues.
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