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.

* Source: ANA 2011

* 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.

* 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 ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.

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