Other findings show targeting techniques secondary to greater
emphasis on results
perceptions, thoughts and actions of agencies and brand marketers,
including their views on advertising budgets, reasons for selecting
media partners and digital marketing trends. Nearly 300 digital
marketers and agency professionals participated in the survey, conducted
in
Aggregated Media, Emerging Channels Increase Momentum (Figure 1)
In
the category of stationary display advertising, aggregated media — such
as networks, demand-side platforms (DSPs), exchanges and trading desks —
are stabilizing or increasing their footprint, apparently at the expense
of portal buys. Still, while DSPs, exchanges, and trading desks are
gaining momentum, 19-31% of media buyers do not plan to spend in those
channels in 2012. In addition, the surge in video and mobile marketing
are clearly illustrated in the table, with only 7-10% of marketers not
planning to spend in these channels in 2012 (down from 13% and 15%,
respectively, in 2011).
|
|
|
|
Not Planning to |
|
Spending Will |
|
Spending Will |
|
Spending Will |
Ad Networks |
|
2010 |
|
4% |
|
13% |
|
47% |
|
25% |
|
|
2011 |
|
3% |
|
6% |
|
57% |
|
26% |
DSPs |
2010 |
20% |
7% |
23% |
20% |
|||||
|
|
2011 |
|
19% |
|
6% |
|
30% |
|
17% |
Direct Pub Placements |
2010 |
6% |
13% |
45% |
21% |
|||||
|
|
2011 |
|
5% |
|
11% |
|
48% |
|
21% |
Exchanges |
2010 |
n/a |
n/a |
n/a |
n/a |
|||||
|
|
2011 |
|
20% |
|
7% |
|
34% |
|
13% |
Trading Desks |
2010 |
n/a |
n/a |
n/a |
n/a |
|||||
|
|
2011 |
|
31% |
|
5% |
|
20% |
|
9% |
Mobile |
2010 |
13% |
3% |
19% |
52% |
|||||
|
|
2011 |
|
7% |
|
3% |
|
16% |
|
65% |
Portals |
2010 |
13% |
13% |
42% |
11% |
|||||
|
|
2011 |
|
18% |
|
10% |
|
36% |
|
9% |
Video |
2010 |
15% |
6% |
24% |
38% |
|||||
|
|
2011 |
|
10% |
|
2% |
|
27% |
|
49% |
Figure 1. How will your budget for the following change in 2012?
(Note: Percentages do not add to 100% due to "Don't Know" responses.)
Additionally,
The number of buyers planning on decreasing spending in networks
dropped by over 50%, while those planning to spend the same or
increase on networks grew from 72% to 83%. A mere 3% of buyers do not
plan on spending on networks.
DSPs appear to be stabilizing, with the percentage of buyers who plan
to keep the spend the same as last year equating to 30%, vs. 23% in
last year's survey, while those planning to increase their spending
decreased to 17% from 20% over the same time period.
Those buyers planning to not spend at all with portals jumped over 38%
- from 13% to 18% - and the percentage keeping the same spend or
increasing declined from 53% to 45%. A mere 9% of buyers expect to
increase their spend with portals.
"The shifts noted by major advertisers and agencies do not bode well for
portals or old-school networks," said
Media. "Our approach to using our DSP/DMP technology across diversified
channels like exchanges, vertical networks, mobile and video is serving
us well, but more importantly, it's serving our clients well, due to
their increasing need to have a simple way to get comprehensive coverage
across many media channels."
Targeting Techniques Even Out (Figure 2)
Compared to prior
years, 2012 will bring a relative impartiality to various targeting
techniques. For the first time in the seven years that
Media's Annual
preferred targeting techniques are within a mere six percentage points
of each other.
Performance Takes on Greater Emphasis (Figure 3)
Perhaps
related to the leveling out of targeting preferences, the importance of
tangible results dwarfs all other criteria buyers use to select media
partners. While buyers surveyed in past years regularly ranked
performance as the most important consideration, never before has the
gap between performance and any other consideration been this wide. In a
particularly surprising finding, the importance of transparency dropped
by just over 50% compared to last year's survey.
"The emphasis on results is, of course, nothing new to
Media," said Todd. "What is new is that we're now hearing this refrain
consistently from both clients using us for branding objectives as well
as those looking for immediate business impact. Regardless of whether
our clients are laying the foundation for awareness or interest, or
generating near-term demand, they are partnering with us to track
performance metrics that are appropriate to those objectives."
Survey Data
Detailed survey data is available at www.valueclickmedia.com/system/files/advertiser_survey2012.pdf.
About ValueClick Media
Thirteen years of experience and
access to the global data resources of
Media the largest and most robust audience network of its kind.
Proprietary consumer behavioral data, direct relationships with 8,500
publishers and access to additional inventory via real-time bidding,
advanced behavioral targeting and optimization technology, strict
network quality controls and superior service make ValueClick Media the
network leading marketers and agencies rely on to reach their
performance objectives. For more information, visit www.valueclickmedia.com.
About
one of the world's largest digital marketing companies. Through a unique
combination of data, technology and services,
awareness and drives customer acquisition at scale for the world's
largest advertisers, and maximizes advertising revenue for tens of
thousands of online and mobile publishers.
Commission Junction, ValueClick Media, Dotomi, Greystripe,
and PriceRunner. The Company is based in
and has offices in major advertising markets worldwide. For more
information, please visit www.valueclick.com.
This release contains forward-looking statements that involve risks
and uncertainties, including, but not limited to, the risk that market
demand for on-line advertising in general, and performance based on-line
advertising in particular, will not grow as rapidly as predicted, and
the risk that legislation and governmental regulation could negatively
impact the Company's performance. Actual results may differ materially
from the results predicted, and reported results should not be
considered an indication of future performance. Important factors that
could cause actual results to differ materially from those expressed or
implied in the forward-looking statements are detailed under "Risk
Factors" and elsewhere in filings with the
Commission made from time to time by
limited to: its annual report on Form 10-K filed on
recent quarterly reports on Form 10-Q; and other current reports on Form
8-K.
revisions to any forward-looking statements to reflect events or
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jardis@valueclick.com
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