Retailers shift their ad spending from TV, radio and print ads to digital ads.
A ValueClick survey also indicates higher marketing spending this year on videos.
Ad networks and natural and paid search will continue to soak up most online marketing dollars this year, but social media, mobile and video promise to figure more prominently in advertisers’ budgets, suggests a survey released today by ValueClick Inc.
The online marketing service company, which owns affiliate network Commission Junction, online ad network ValueClick Media and other properties, based its findings on a survey conducted in December of 408 digital marketing professionals.
The survey asked which media formats would attract at least 25% of digital marketing spending in 2011. Ad networks was cited by 43% of respondents, followed by search engine optimization and search engine marketing at 37%, and direct publisher placements at 36%. 19% said the same about social media, along with about 15% for video and 10% for mobile.
Advertisers, though, appear ready to spend more on those newer marketing channels. 54% of respondents said they would boost spending on social media this year, with 52% saying the same about mobile and 38% about video.
“Our annual survey results definitely indicate advertisers plan to increase spending across the board in 2011,” says Bill Todd, general manager at ValueClick Media. “We’ve already seen a significant rise in mobile and video campaigns in January alone, and we are optimistic that the industry is finally rebounding from the economic slowdown.”