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Figure 2. What Are The Most Important Types Of Targeting For Your Campaigns? (Graphic: Business Wire)

ValueClick, Inc. (NASDAQ:VCLK) today 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:

Aggregated Media, Emerging Channels Increase Momentum (Figure 1)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).

Not Planning to Spend

Spending Will Decrease

Spending Will Stay the Same

Spending Will Increase
Ad Networks   2010   4%  



    2011   3%  



DSPs 2010 20% 7%


    2011   19%   6%  


Direct Pub Placements 2010 6% 13% 45% 21%
    2011   5%   11%   48%   21%
Exchanges 2010 n/a n/a n/a n/a
    2011   20%   7%   34%   13%
Trading Desks 2010 n/a n/a n/a n/a
    2011   31%   5%   20%   9%
Mobile 2010

3% 19%


  3%   16%  

Portals 2010






Video 2010

6% 24%


  2%   27%  


Figure 1. How will your budget for the following change in 2012? (Note: Percentages do not add to 100% due to “Don’t Know” responses.)

  • 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.”

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