Press Releases

February 29, 2012


Other findings show targeting techniques secondary to greater


emphasis on results


WESTLAKE VILLAGE, Calif.--(BUSINESS WIRE)--


ValueClick, Inc. (NASDAQ:VCLK) today announced results from the 2012


ValueClick Media Advertiser Survey. This annual survey tracks the


perceptions, thoughts and actions of agencies and brand marketers,


including their views on advertising budgets, reasons for selecting


media partners and digital marketing trends. Nearly 300 digital


marketers and agency professionals participated in the survey, conducted


in December 2011. Key findings include:


Aggregated Media, Emerging Channels Increase Momentum (Figure 1)
In


the category of stationary display advertising, aggregated media — such


as networks, demand-side platforms (DSPs), exchanges and trading desks —


are stabilizing or increasing their footprint, apparently at the expense


of portal buys. Still, while DSPs, exchanges, and trading desks are


gaining momentum, 19-31% of media buyers do not plan to spend in those


channels in 2012. In addition, the surge in video and mobile marketing


are clearly illustrated in the table, with only 7-10% of marketers not


planning to spend in these channels in 2012 (down from 13% and 15%,


respectively, in 2011).






























































































































































































 



 



 



 




Not Planning to
Spend



 




Spending Will
Decrease



 




Spending Will
Stay the Same



 




Spending Will
Increase



Ad Networks



 



2010



 



4%



 




13%



 




47%



 




25%



 



 



2011



 



3%



 




6%



 




57%



 




26%



DSPs




2010




20%




7%





23%





20%



 



 



2011



 



19%



 



6%



 




30%



 




17%



Direct Pub Placements




2010




6%




13%




45%




21%



 



 



2011



 



5%



 



11%



 



48%



 



21%



Exchanges




2010




n/a




n/a




n/a




n/a



 



 



2011



 



20%



 



7%



 



34%



 



13%



Trading Desks




2010




n/a




n/a




n/a




n/a



 



 



2011



 



31%



 



5%



 



20%



 



9%



Mobile




2010





13%




3%




19%





52%



 



 



2011



 




7%



 



3%



 



16%



 




65%



Portals




2010





13%




13%





42%





11%



 



 



2011



 




18%



 



10%



 




36%



 




9%



Video




2010





15%




6%




24%





38%



 



 



2011



 




10%



 



2%



 



27%



 




49%


Figure 1. How will your budget for the following change in 2012?


(Note: Percentages do not add to 100% due to "Don't Know" responses.)


Additionally,



  • The number of buyers planning on decreasing spending in networks


    dropped by over 50%, while those planning to spend the same or


    increase on networks grew from 72% to 83%. A mere 3% of buyers do not


    plan on spending on networks.




  • DSPs appear to be stabilizing, with the percentage of buyers who plan


    to keep the spend the same as last year equating to 30%, vs. 23% in


    last year's survey, while those planning to increase their spending


    decreased to 17% from 20% over the same time period.




  • Those buyers planning to not spend at all with portals jumped over 38%


    - from 13% to 18% - and the percentage keeping the same spend or


    increasing declined from 53% to 45%. A mere 9% of buyers expect to


    increase their spend with portals.



"The shifts noted by major advertisers and agencies do not bode well for


portals or old-school networks," said
Bill Todd, president of ValueClick


Media. "Our approach to using our DSP/DMP technology across diversified


channels like exchanges, vertical networks, mobile and video is serving


us well, but more importantly, it's serving our clients well, due to


their increasing need to have a simple way to get comprehensive coverage


across many media channels."


Targeting Techniques Even Out (Figure 2)
Compared to prior


years, 2012 will bring a relative impartiality to various targeting


techniques. For the first time in the seven years that ValueClick


Media's Annual Advertiser Survey has been completed, the top four


preferred targeting techniques are within a mere six percentage points


of each other.


Performance Takes on Greater Emphasis (Figure 3)
Perhaps


related to the leveling out of targeting preferences, the importance of


tangible results dwarfs all other criteria buyers use to select media


partners. While buyers surveyed in past years regularly ranked


performance as the most important consideration, never before has the


gap between performance and any other consideration been this wide. In a


particularly surprising finding, the importance of transparency dropped


by just over 50% compared to last year's survey.


"The emphasis on results is, of course, nothing new to ValueClick


Media," said Todd. "What is new is that we're now hearing this refrain


consistently from both clients using us for branding objectives as well


as those looking for immediate business impact. Regardless of whether


our clients are laying the foundation for awareness or interest, or


generating near-term demand, they are partnering with us to track


performance metrics that are appropriate to those objectives."


Survey Data


Detailed survey data is available at www.valueclickmedia.com/system/files/advertiser_survey2012.pdf.


About ValueClick Media
Thirteen years of experience and


access to the global data resources of ValueClick, Inc. make ValueClick


Media the largest and most robust audience network of its kind.


Proprietary consumer behavioral data, direct relationships with 8,500


publishers and access to additional inventory via real-time bidding,


advanced behavioral targeting and optimization technology, strict


network quality controls and superior service make ValueClick Media the


network leading marketers and agencies rely on to reach their


performance objectives. For more information, visit www.valueclickmedia.com.


About ValueClick, Inc.
ValueClick, Inc. (NASDAQ: VCLK) is


one of the world's largest digital marketing companies. Through a unique


combination of data, technology and services, ValueClick increases brand


awareness and drives customer acquisition at scale for the world's


largest advertisers, and maximizes advertising revenue for tens of


thousands of online and mobile publishers. ValueClick's brands include


Commission Junction, ValueClick Media, Dotomi, Greystripe, Mediaplex, Smarter.com,


CouponMountain.com,


Investopedia.com,


and PriceRunner. The Company is based in Westlake Village, California,


and has offices in major advertising markets worldwide. For more


information, please visit www.valueclick.com.


This release contains forward-looking statements that involve risks


and uncertainties, including, but not limited to, the risk that market


demand for on-line advertising in general, and performance based on-line


advertising in particular, will not grow as rapidly as predicted, and


the risk that legislation and governmental regulation could negatively


impact the Company's performance. Actual results may differ materially


from the results predicted, and reported results should not be


considered an indication of future performance. Important factors that


could cause actual results to differ materially from those expressed or


implied in the forward-looking statements are detailed under "Risk


Factors" and elsewhere in filings with the Securities and Exchange


Commission made from time to time by ValueClick, including, but not


limited to: its annual report on Form 10-K filed on February 28, 2011;


recent quarterly reports on Form 10-Q; and other current reports on Form


8-K. ValueClick undertakes no obligation to release publicly any


revisions to any forward-looking statements to reflect events or


circumstances after the date hereof or to reflect the occurrence of


unanticipated events.


Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50186562&lang=en





ValueClick, Inc.
John Ardis, 630-994-1914
jardis@valueclick.com


Source: ValueClick, Inc.



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