Aggregated Media, Emerging Channels to benefit from Media Shift in 2012: Top Advertisers & Agencies.

ValueClick, Inc. announced results from the 2012 ValueClick Media Advertiser Survey. This annual survey tracks the 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 December 2011. Key findings include:

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).

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 Bill Todd, president of ValueClick 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.”

Compared to prior years, 2012 will bring a relative impartiality to various targeting techniques. For the first time in the seven years that ValueClick Media’s Annual Advertiser Survey has been completed, the top four preferred targeting techniques are within a mere six percentage points of each other.

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 ValueClick 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.”

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To download survey CLICK on link below;
http://www.valueclickmedia.com/system/files/advertiser_survey2012.pdf>