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 (Oct. 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, B2B marketers are using certain platforms more extensively than B2C marketers.

 

Newer Media Platforms Being Used by B2B vs. B2C Marketers

 

B2B

B2C

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

 

"B2B 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

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 toward 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

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

 

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