Continued, growing use of newer media platforms by Marketers.

Marketers’ use of newer media platforms to engage with customers – including online ads, social media, search engine marketing, search engine optimization, mobile and viral videos – has reached extremely high levels over the past four years, according to the latest study of newer media by
the ANA (Association of National Advertisers), However, marketers’ perceptions of the effectiveness of some of these platforms – namely online ads, search engine marketing, search engine optimizations and viral videos – have declined.

“While marketers have substantially increased their use of newer media platforms over the past few years, they are beginning to question the effectiveness of some of these vehicles,” said Bob Liodice, President and CEO, ANA. “The ANA survey indicates a strong willingness by marketers to integrate innovative new approaches into their marketing mix; however, this enthusiasm is tempered by concerns regarding the return-on-investment of these emerging options.”

The ANA survey asked marketers to assess a diverse list of newer media platforms, which also included such vehicles as webinars, podcasts, RSS feeds, email marketing, location-based apps, gaming and interactive TV, all of which have considerably lower usage by marketers than the above vehicles. In some cases, however, B-to-B marketers are using certain platforms more extensively than B-to-C marketers.

“B-to-B marketers tend to use some of the more narrowly focused newer media vehicles, such as webinars, RSS feeds, podcasts, video-on-demand and Wikis,” said Liodice. “This demonstrates their desire to engage with smaller, targeted customer segments more directly.”

Looking to the future, marketers expect location-based applications (e.g., foursquare, SCVNGR) will have the greatest growth in the coming year. Currently, more than a quarter of marketers surveyed – 27 percent – are using location-based applications to reach their customers. However, nearly a third – 32 percent – say they plan to use this platform next year.

Survey findings also show that 78 percent of respondents anticipate an increase in spending on newer media platforms in 2012. The respondents’ average 2011 U.S. media budgets were $34 million, with 10 percent dedicated to newer media platforms ($3.4 million). Of those expecting an increase in newer media spending, the average is anticipated to be 14 percent ($500,000).

Respondents were also asked to select a single newer media platform that will receive the most spending in 2012. The top platforms named include:

Social networks/social media: 20 percent

Online ads: 19 percent

Mobile advertising: 18 percent

Search engine marketing: 17 percent

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For more information at http://www.ana.net>