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Media Buyers Target Social Networks, E-mail in 2010

Posted on 10.05.2009

According to a new study by the Center for Media Research, media buyers plan a big push on social networks in the coming year. The study, "2010 Media Planning Intelligence Study," surveyed more than 1,900 MediaPost subscribers, 1,164 of which claim to have planning, buying and approving responsibility for 2010. Of those, 56.3 percent "realistically" plan to include social media in their plans, second only to e-mail with 56.8 percent - not a large gap. Third on the list was keyword search (49.7 percent) suggesting that PPC is still alive and well.

What does this suggest? Quite simply, social networks are seen as a bona fide marketing channel for more than half of your competition. Another interesting finding is that regional newspapers outscored national newspapers by a count of 31 percent to 14 percent - dead last.

Other findings of note include:

  • About twice as many would "ideally" buy mobile video than will "realistically" buy, suggesting that the mobile channel holds high hopes, but is not a viable channel yet.
  • E-mail sponsorship is well below actual e-mail marketing, at 29.5 percent. This might be a good time to get low rates on sponsored e-mail messages.
  • The traditional media buy of magazines outweighed online display, by a factor of 42 percent to 40 percent.
  • Online video (26.7 percent) lags behind many tradtional media buys such as event sponsorship (36.9 percent), direct mail (34.7 percent) and regional TV (32.8 percent), but just ahead of mobile SMS text (26.1 percent).
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