Marketers Predict More Buy and Spend on Social, Mobile and Video in 2017

Looking ahead to 2017, digital marketers are predicting large growth rates in the spending and buying of mobile marketing, video content, and social media.

The “23rd Annual Market Survey” from AdMedia Partners found that the majority of marketers (78 percent) expect to see more than 10 percent growth in mobile spending and buying in 2017.

About 62 percent believe they will buy and spend at least 10 percent more on video in 2017. Seventy-one percent of marketers said the same about social media, and 68 percent stated that they will buy and spend at least 10 percent more on custom content/native advertising.

“Digital services, such as programmatic, data/analytics and social, continue to generate strong interest and are viewed as disruptive,” the authors wrote in the report.

In terms of expansion, 65 percent of marketers claimed that they are interested in analytics. Approximately 50 percent are looking into social marketing, while the same percentage is considering the design/user experience.

Reflecting on 2016 Growth Predictions from Marketers

In the “22nd Annual Market Survey” published last year by AdMedia Partners, most marketers (51 percent) were interested in analytics, as well as digital agencies. Forty-six percent were looking into social marketing, while 29 percent were interested in expanding the design/user experience.

In terms of growth predictions, 65 percent expected to buy and spend at least 15 percent more on mobile marketing in 2016. About 53 percent believed they would buy and spend at least 15 percent more on video, while 55 percent said the same about social media.