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ANA Survey Finds Continued, Growing Use of Newer Media Platforms by Marketers Since 2007

However Perceived Effectiveness of Some Vehicles, Including Online Ads, SEM, SEO, Viral Videos, is Diminishing

 

New York, NY - October 10, 2011 - 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.

 

Newer Media Platforms Being Used by Marketers

 

2007

2009

2011

Online ads

81%

84%

96%

Social networks/social media

20%

66%

89%

Search engine marketing

69%

80%

88%

Search engine optimization

74%

86%

88%

Mobile

28%

32%

75%

Viral video (e.g. YouTube)

25%

50%

64%

* Source: ANA 2011

 

Newer Media Platforms Effectiveness Ratings by Marketers

 

2007

2009

2011

Online ads

24%

32%

30%

Social networks/social media

19%

17%

28% ↑

Search engine marketing

48%

65%

48% ↓

Search engine optimization

45%

55%

52% ↓

Mobile

14%

22%

25% ↑

Viral video (e.g. YouTube)

25%

16%

15% ↓

* Source: ANA 2011

"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.

 

Newer Media Platforms Being Used by B-to-B vs. B-to-C Marketers

 

B-to-B

B-to-C

Webinars

75%

32%

RSS feeds

65%

36%

Podcasts

55%

28%

Video-on-demand

40%

20%

Wikis

40%

20%

Gaming

25%

36%

Location-based apps

20%

32%

Interactive TV

10%

20%

* Source: ANA 2011

 

"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:

This survey was conducted online by the ANA during June and July of 2011. This is the third edition, with past studies conducted in 2007 and 2009. The survey was geared towards business-to-business, business-to-consumer, and hybrid marketers to explore the use of newer media platforms. The study addressed marketers' usage and effectiveness of newer media, spending and integration with other elements of the communications mix. In all, 92 client-side marketers participated.

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About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit http://www.ana.net/, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

 

 

Press Contacts:

Luna Newton

CooperKatz& Co. for the ANA

lnewton@cooperkatz.com

917-595-3061

 

Shoshana Hochdorf

CooperKatz& Co. for the ANA

shochdorf@cooperkatz.com

917-595-3054

 

 

 

 

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