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Other findings show targeting techniques secondary to greater emphasis on results
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 shifts noted by major advertisers and agencies do not bode well for
portals or old-school networks," said
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
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
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
About
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
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50186562&lang=en
jardis@valueclick.com
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