Advertising Budgets to Increase Across the Board
Marketers plan to increase their ad spending across the board in 2011, according to the annual ValueClick Media Advertiser Survey. Mobile and video initiatives have already seen an increase this year, and several other areas will see a bump in spending as well.
Twenty-five percent of marketers plan to increase their ad budgets versus last year, while 47 percent plan on remaining stagnant. Of those increasing spending, 43 percent said they plan to dedicate more than 25 percent of their digital budget to ad networks, 37 percent will do so for search engine marketing/search engine optimization and 36 percent will do likewise for direct publisher placements.
Of the 408 marketers surveyed, 54 percent plan to spend more on new media channels, particularly social media. Mobile spending will increase for 52 percent of respondents, and video ad budgets will rise for 38 percent.
Performance/return on investment is the top priority when choosing a media partner for 84 percent of respondents. Cost and audience targeting were the next most important areas cited (both 67 percent), followed by transparency (55 percent) and reach (47 percent).
Demographic and behavioral targeting were chosen as the most important types of audience targeting, with 66 percent of respondents choosing each area. Retargeting came next with a 55 percent response, followed by contextual (47 percent).
Bill Todd, general manager of ValueClick Media, said in a company press release that the results show optimism "that the industry is finally rebounding from the economic slowdown.”