ANA Survey: Advertisers to Keep or Increase Spending, Flock to Social Media

Posted on 11/17/2008 by Julia Dudnik Stern | Printable Version | Comments (0)

Contrary to prevailing doom-and-gloom predictions for the advertising industry, a recent survey by the Association of National Advertisers says 68% of advertisers will either increase spending or retain current levels during the next 12 months. The survey results also highlight the trend toward social networks and other Web-based marketing activities, adding weight to predictions of continuous growth in uses of images online.

The ANA is the only trade organization that unites client-side marketing, advertising and creative executives. Respondents to this survey included 1,200 attendees of the organization’s annual “Masters of Marketing” conference in October.

A third of the respondents (33%) said they planned to reduce spending in response to the recent financial market crisis. However, 27% said they would spend more, and another 33% said they would retain spending levels, while reallocating the marketing mix. The remaining 8% said they would keep the status quo.

Many marketers view brand-building activities as the path to growth amid economic uncertainty. Over half of the ANA survey respondents (56%) think brand-building is an investment, and an additional 21% think it is an unaccountable but necessary expense.

According to 17% of respondents, the traditional 30-second television commercial remains popular among branding tactics that offer growth opportunities. However, newer media channels are increasing outpacing traditional marketing methods.

The top brand-building method, said 28% of ANA marketers, is integrating social media into the marketing mix. Grassroots and viral public-relations activities—such as those targeting bloggers and users of social networks—are second on the list, with 19% of respondents viewing them as a growth opportunity. Internet advertising is the top brand-building method for 16% of survey respondents.

In contrast, newspaper and magazine ads are favored by only 7%, as is direct marketing. Radio is popular with only 5% of ANA marketers.

Close to half of the survey respondents do not identify a specific social-media Web site as a growth-driving vehicle: 32% do not have any preference and 12% like all such Web sites. Of the Web sites mentioned, YouTube had the largest following (20% of ANA survey respondents), followed by Facebook (18%) and Linkedin (10%). Despite their popularity, MySpace and Twitter scored relatively low with advertisers, at 6% and 3%, respectively.

Copyright © 2008 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


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