No Mobile and Video Advertising Budget
SEMPO in conjuction with Radar Research and IntelliSurvey have recently completed a research study (the State of Search Engine Marketing survey) on the topics of Video and Mobile search adverstising. The study concluded that search marketers wanted to pay the same or less for Mobile/Video search advertising than traditional search marketing strategies.
Here are some key points found from the study:
– Two in five respondents say they want to pay the same for video search as they pay for traditional search advertising
– 66% of the respondents say they would be interested in contextually targeted advertising attached to video search results
– 53% say they are interested in video ads compared to 33% who indicated an interest in text only
– SEMPO survey reports that almost half of the respondents will not pay any premium for mobile search
– 60% of the respondents are interested in contextually targeted advertising delivered to mobile search users
Marketers simply don’t have the same comfort level and trust in the ROI with Video and Mobile as they do with traditional PPC advertising. I expect this comfort level to increase as we see more reliable testing with the Mobile and Video platforms.