March 12th, 2012
It has been reported by ValueClick in the survey which was conducted in February 2012 that around 45% of the global online advertisers are planning to spend one- fourth of their digital ad budgets on advertisement networks. This finding is mirrored by Advertiser Perceptions’ “FALL 2011 ADVERTISER INTELLIGENCE REPORT SURVEY DETAILS,” which quoted that 35% of major advertisers are planning to increase their online ad network .
Dollars given to Publishers
The data analysis report also indicated that 40% of digital advertisers are planning to spend one – fourth of their budgets on the publisher buys directly, whereas at the same time 37% advertisers are expected to spend that much on SEO/SEM. SEO/SEM is leading amongst the budget increase with 35% saying that they will be allocating more budget to this channel, as compared to 21% for direct publisher placements. According to Advertiser perceptions, 38% of advertisers are planning to increase their spending on publishers, which represents 31% increase from 29% which was a budget hike for publishers in the Spring survey.
Fast Growing mobile Spend
It was quite impressive to see that 65% of the digital media advertisers are planning to increase their spend on mobile this year, as compared to 3% who expect a decrease in spending. A 60% gap was found between respondents, which reflected the increase and decrease in ad spending in the next 12 months, which was highest out of any channels, be it digital or traditional.
The Valueclick survey, also reported that 87% of the respondents are planning to use mobile advertising in their marketing plan, which also included 90% of agency respondents. Standard display ads are the most prevalent form of mobile advertising which accounts to approx 94% planned use, followed by 53% of rich media and 40% of mobile video. In order to measure the performance of mobile campaigns, 40% chose traffic with 54% brand engagement, 52% brand awareness, and 51% for direct response.
● It was estimated that half of the online advertisers are planning to increase their spending on video advertising this year, and about three-fourths will be utilizing this form of advertising in their marketing plan.
● The top factors considered by online advertisers when choosing a media partner were performance/ROI (75%), audience targeting (58%), and price (48%)
● The most important types of targeting for digital advertiser’s campaigns were audience based (61%), demographic (59%), contextual (57%), and retargeting (55%)
● According to Advertiser Perceptions, there was a 21% gap between respondents increasing and decreasing ad spending in the next 12 months which was the highest after digital (net – 52%) and mobile (60%). Contrasting it, national newspapers had a negative 18% point gap in advertising spending forecasts.
Please share data if you have on what’s happening in India specifically.
(Source: marketing charts)