Marketers increasingly turn to social, mobile ads, survey says

As companies finalize their advertising budgets for 2013, more brands will be devoting resources to social media-based campaigns and to advertising on mobile devices, new survey finds.

Posted on Dec 13, 2012 by YuMe

As companies begin to finalize their advertising budgets for 2013 and beyond, more brands will be devoting resources to social media-based campaigns and to advertising on mobile devices, according to a recent survey published by email marketing agency StrongMail.

Of the more than 1,000  marketing professionals surveyed in November, close to 52 percent said they will be spending more on social media marketing efforts in the new year and close to 43 percent indicated that the amount spent on advertising on mobile will rise in 2013.

In particular, what should serve as good news for video advertisers, the top social media channels being targeted are ones that support native ads and internet video advertising. Close to 40 percent of the survey's respondents said they will use more Facebook-based marketing campaigns, and more than 23 percent said they will spend more in 2013 on Twitter-based campaigns. In contrast, only close to 15 percent of those polled indicated that they would be focusing more on photo-based social media upstart Pinterest next year.

In regard to mobile, the survey found that 33 percent of those polled said they would be allocating more of their budget to go toward ads for mobile devices such as smartphones and tablets. Additionally, more than 39 percent said they would be focusing more on app-based campaigns.

Overall, more than 45 percent of marketing professionals polled indicated that their budgets would increase in 2013. Close to 44 percent indicated that the amount of money going toward marketing efforts would stay consistent, and only approximately 11 percent said budgets would decrease next year.

Benefits of social and mobile ads
When asked about why social media would be more of a priority in 2013, more than 65 percent said it was for building brand awareness. Close to 50 percent said social network-based marketing efforts help to create more brand loyalty, and more than 46 percent look to social media to find and create new audiences.

As for the mobile realm, more than 44 percent said marketing efforts targeted at smartphone and tablet users helps to build customer loyalty. Additionally, more than 34 percent use advertising on mobile devices to reach new potential customers, and close to 29 percent look to mobile to drive revenue.

"In today’s fully-mediated world, the need for both marketers and media companies to understand how content and consumer attention function across screens is more important than ever," Brian Monahan, managing partner at IPG Mediabrands's Magna Global Intelligence insights and investment unit, said in a September statement.