The Advertisers Survey 2012, a study released in February by Value Click Media, questioned online advertisers about their budget plans for the media channels they intend to use this year. The survey, conducted between November and December of 2011, included responses from 267 online advertisers, most of whom had five or more years of experience.
Respondents indicated they plan to spend more than 25 percent of their digital budgets on the following: ad networks, direct publisher buys, and search engine optimization/search engine management (SEO/SEM). In the SEO/SEM category, online advertisers plan to allocate at least 25 to 50 percent of their advertising budgets to this area alone; an additional 12 percent intend to spend more than 50 percent of their budgets on SEO/SEM in 2012.
When asked how their budgets will change in the year 2012, 35 percent of survey respondents said their SEO/SEM spending will increase, while 39 percent indicated they will stay the same. These numbers reflect the growing importance being placed on search engine optimization.
Overall, the survey data shows a shift in advertiser attention toward SEO/SEM. More than a quarter of companies surveyed plan to allocate a significant portion of their budgets to this area in the year 2012, indicating that a growing number of online advertisers are looking to improve website visibility for their companies.