March 6, 2012, 11:05 AM

Mobile, social and video ads are poised for gains in 2012

A survey also finds that online marketers will spend less on ad networks.

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65% of marketers plan to spend more on mobile ads in 2012 than in 2011, up from 52% who said the same thing last year, according to a new survey from ValueClick Media, an ad network and division of online marketing firm ValueClick Inc. Of those investing in mobile, 94% plan to buy standard display ads for mobile devices, such as banner ads, and 53% say they will use mobile ads that feature rich media, such as videos.

The survey found that 63% of marketers say they’ll use click-through rates to measure the effectiveness of their mobile ad investments, and more than half will measure the brand engagement (54%) and brand awareness (52%) levels generated by mobile ads.

The findings come from an online survey conducted in November and December of some 300 marketers.

Nearly half (49%) of marketers plan to spending more on social media advertising, such as on Facebook. ValueClick Media had no comparative data from the prior year because that was a new survey question.

Additionally, 49% say they’ll spend more on video advertising in 2012 than in 2011, up from 38% who said the same a year ago. 83% of marketers want to implement pre-roll video ads, which are the ads consumers often have to watch before viewing a desired video clip online. 68% of respondents say they plan to implement in-banner video ads, which are ads that are placed in common display advertising spots on web sites but play video. Marketers say they’ll measure the performance of video ads based on brand engagement levels (68%) and click-through rates (64%).

While marketers say they plan to invest more on mobile, social and video ads this year, 63% of them say their spending within ad networks will stay the same or decrease, compared with 60% in 2011. 26% say they plan to increase their ad network spending, compared with 25% a year ago.

“The shifts by major advertisers and agencies do not bode well for portals or old-school networks,” says Bill Todd, president of ValueClick Media. “[Marketers have] an increasing need to have a simple way to get coverage across many media channels.”

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