Blog Post

Bigger Budgets Ahead For Viral Campaigns — Ad Nets, Not So Much

imageExpect an influx of experimental social media campaigns (like Ford’s Fiesta Movement) to crop up over the next six months — as a majority of marketers recently told Forbes that they’d be increasing their viral marketing budgets at the expense of other tactics. About 42 percent of survey respondents said they’d spend more on viral campaigns later this year. Marketers were also bullish on SEO, with 40 percent saying they’d spend more.

The one channel we’ll see a marked decrease in spending in is ad networks. We’ve reported on “anti-ad network” sentiments in the past, but the Forbes stats help quantify it: 53 percent of respondents said they’d be reducing their ad net budgets over the next six months — compared to just 13 percent that said they’d increase. (Forbes polled over 100 advertising, marketing and media execs at the Director level or above for this research).

Photo Credit: eMarketer