Study: Mobile and Video Take a Bigger Bite from 2012 Ad Budgets
ADOTAS – According to a report issued earlier this week by eMarketer with data from a ValueClick Media survey, 65 percent of marketers said they planned on spending more on mobile advertising in 2012 than they did in 2011, and 49 percent said they planned on spending more in video this year than last. The report asked how marketers expected to spend in 2012 over a number of digital channels — mobile, video, networks, direct placement, demand-side platforms (DSPs), exchanges, portals and trading desks — and out of all those channels, mobile and video were the only two in which more marketers said they expected to increase spending than devote the same, if any of those channels even applied to their plans.
The report also broke down what percentage of their digital budgets marketers planned to spend in which channels in 2012, and those numbers indicated marketers weren’t putting all their proverbial eggs in one proverbial basket. Among respondents, 66 percent said they’d be spending 1 to 24 percent of their digital budgets on mobile, 60 percent said they’d be spending the same percentage on social media, 52 percent said they’d be spending on video somewhere in that range, and 39 percent said they’d reserve that chunk of the budget for search engine optimization or search engine marketing. No other share of total budget saw that much widespread interest than the 1 to 24 range.
Within mobile advertising, display reigns: 94 percent of respondents said that if they were advertising via mobile, they’d be buying standard banner ads, while 53 percent said they’d select rich media ads and 49 percent said they’d be advertising via video.
In a comment not directly tied to the report, Victor Milligan, CMO of mobile ad platform Nexage, commented on it, saying the stats indicate a need among brands to “play catch-up to an overwhelming consumer behavior shift to mobile. But like the transition from off-line to on-line, consumer behavior shifts outpace shifts in ad spend.” Fortunately for those late-comer brands,t he uptick in willingness to spend on mobile ads comes about, said Milligan, “at a time when they can also leverage a substantially more efficient and mature mobile ad ecosystem.”
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