According to MediaPost's Online Media Daily's article, Say Goodbye To Experimental Spending, a "group of agency and brand executives" believe that brands will not be spending as much on emerging media in 2009.

"Marketers, grappling with a sluggish economy, next year are likely to allocate less of their budgets for experimental media, including social networks, digital out-of-home and mobile, in favor of more proven segments..."

What I find interesting is while these execs were quick to name the types of emerging media that marketers wouldn't be investing in during 2009 (digital out-of-home and mobile), they didn't really mention what they meant by "proven segments". Ah, yes, that would be TV. How could I forget?
Am I the only person who thinks that it's very convenient for "agency and brand executives" - many of whom could use a bit of enlightenment about using emerging media effectively (there have been serveral surveys that have pointed this out so don't kill the messenger) - to announce the dwindling investment in emerging media in 2009...and not only announce the spending slow down, but also refer to emerging media as "experimental". Wow. I guess progress and growth become "experimental" when it starts cutting into the TV/ad spend budget?
Before agency pros jump all over me, keep in mind that I'm one of a few social media experts who has always said that many people are quick to play a game of "pile on" when it comes to brow-beating agencies for their lack of emerging media experience. I am constantly in contact with agency professionals and my company even created a special emerging media training program for agencies.
And, no, I don't live under a rock. I can fully understand that emerging media is just that...emerging, but I just hope smart brands realize that in order to stay ahead during this challenging phase and be ready to hit the ground running when things turn around they shouldn't pack up all their "toys" and go home.
The greatest companies understand and are mastering the art of continuing to move forward and push the envelope and not settle for just being good, but relish in doing whatever it takes to be great. Or, maybe it's easier to be "tried and true".