How agencies formulate digital ad-buying decisions

Marketers in the United States intend to spend more on advertising in mobile, video and social media, in particular, according to the Association of National Advertisers 2013 “Member Benchmarking Study”, as reported by eMarketer.

Sixty-five percent of the respondents said they intend to spend more in 2013 on mobile advertising expenditure, while 55 percent will spend more on social media and 40 percent on video, compared to 2012. Meanwhile, half of the respondents said their video expenditure would stay the same, while 45 percent said their social media expenditure would stay the same.Marketers in the United States were polled about why they prefer advertising in premium publications for the Online Publishers Association “Branding on Display” study in 2012. Seventy-three percent of marketers said it was because “it best delivers my target audience”, followed by “it best achieves my marketing objectives,” 63 percent; and “it provides best media quality image,” 61 percent.

Marketers also highly valued best or most relevant context, and audience reach.
Marketers prefer to buy advertising on the Top 3 content publishers sites instead of on the website of “the best” premium publisher, according to the Online Publishers Association 2012 “Branding on Display” study. Seventy-six percent of the marketers preferred Top 3 while 47 percent said they preferred the best premium publishers. Fifty-five percent said they would choose the Top 3 social networks over the 16 percent who said they would choose the best social networks. A whopping 53 percent would choose the Top 3 ad networks while 10 percent would choose the best ad networks.

The data set is a part of a collection of 500 revenue and usership trends in mobile, social, Internet, tablet, video and other digital categories, published in the 200-page Global Digital Media Trendbook 2013. GDMT, in its eight year, is to be published by World Newsmedia Network, a not-for-profit media research company, in September 2013. To subscribe to the PDF report and/or the tablet edition, go to www.wnmn.org, or contact mstone@wnmn.org.