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EXECUTIVE SUMMARY
FLIGHT DATES November 14th thru

Survey Stats

KEY FINDINGS

December 2nd 2011

COMPLETES

60% of respondents have 5+ years experience in online advertising

The top 3 factors in choosing a media partner are 1) Performance 2) Audience Targeting 3) Price
The top media formats advertisers plan to spend more than 25% of their digital budgets include ad networks (45%), direct publisher buys (40%) and SEM/SEO (37%) Mobile budgets will increase for 65% of advertisers will increase in 2012 with social media and video increasing 49% each.

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87% of respondents plan to utilize mobile in 2012 and 76% plan to utilize video

TITLES

Which best describes you?

Key Findings

71% are Agency 26% are Direct

YEARS OF EXPERIENCE

How many years of experience do you have in online advertising?

CHOOSING A MEDIA PARTNER

What are your top 3 most important factors when choosing a media partner?
Performance/ROI Audience Targeting Price 48% 32% 27% 17% 10%

75% 58%

Key Findings

75% - Performance 58% - Audience Targeting Capabilities 48% - Price

Optimization
Transparency Reach Unique Content Sources Products Customer Service 0%

Less than 10%

10%
10% 20% 40% 60% 80%

3rd Party data Ad verification Unique data sets

AUDIENCE TARGETING

What are the most important types of targeting for your campaigns?

Key Findings

Audience Based
and Demographic Top 2.

2012 DIGITAL ADVERTISING BUDGET

How much of your 2012 digital ad budget do you expect to spend on the following?
0%
Ad Networks DPSs Exchanges Trading Desks Mobile Portals Pub Direct Placements SEO/SEM Social Media Video
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1-24% 44% 34% 35% 18% 66% 33% 37% 39% 60% 52%

25-49% 30% 10% 5% 4% 9% 14% 25% 25% 18% 16%

50-74% 12% 2% 3% 3% 1% 5% 12% 9% 4% 4%

75-100% 3% 1% 1% 1% 1% 1% 3% 3% 1% 1%

3% 26% 31% 37% 12% 21% 7% 8% 7% 12%

Key Findings

25% + of budgets will be spent on:

Ad

networks (45%)

Direct buys (40%) SEM/SEO (37%)

2011 BUDGET vs. 2012 BUDGET

How will your budget for the following change in 2012?

Not planning to spent
Ad Networks DPSs Direct Pub Placements Exchanges Internal Trading Desks Mobile Portals Social Media SEO/SEM Video
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Spending will decrease

Spending will stay the same

Spending will increase

Key Findings

Biggest increases:
Mobile (65%)

3%
19% 5% 20% 31% 7% 18% 5% 7% 10%

6%
6% 11% 7% 5% 3% 10% 4% 4% 2%

57%
30% 48% 34% 20% 16% 36% 33% 39% 27%

26%
17% 21% 13% 9% 65% 9% 49% 35% 49%

Social (49%) (49%)

Video

Biggest decreases:
Direct buys (11%) Portals (10%)

Ad network spending will increase for 26%

MOBILE

Do you plan to utilize mobile advertising in your 2012 marketing plan?

Key Findings
No

90% Agencies Yes 76% Directs - Yes

Yes

MOBILE

Which types of mobile ads do you plan to implement?

Key Findings

94% will use

Standard Display

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MOBILE PERFORMANCE

How do you measure performance of your mobile campaigns?

Brand awareness 52% 54% 30% 63% 51% 0% 10% 20% 30% 40% 50% 60% 70%

Brand engagement Purchase intent Traffic driving (CTR) Direct Response

Key Findings

DR goals scored
higher than expected for Mobile

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VIDEO

Do you plan to utilize video advertising in your 2012 marketing plan?

No

Key Findings

82% Agencies Yes 54% Directs - Yes

Yes

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VIDEO

Which of the following types of online video ads do you plan to implement?

Key Findings

83% said Pre-roll

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VIDEO PERFORMANCE

How do you measure performance of your video campaigns?

Brand awareness 61% 68% 28%

Brand engagement Purchase intent Traffic driving (CTR) Direct Response

0% 20% 36% 40% 60%

Key Findings

Video is still heavy

on branding goals CTR (64%) important as well

64%

80%

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CONTACT

Survey Stats

CONTACT
For more information regarding the survey results contact:

John Ardis, ValueClick, Inc. 312-994-1914 jardis@valueclick.com

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