Survey: More Ad Dollars Headed To Social, Mobile

A biannual survey conducted by Advertiser Perceptions released this month shows optimism among marketers towards overall spending on advertising, and highlights a trend in social and mobile growth as more advertisers move away from traditional media.

The study asked participants about where they anticipated increasing ad spending over the course of the next 12 months, in addition to where they were planning on running their campaigns.

Results showed that social media spending can expect a big bump, with 47 percent of participants saying they expect an increase in ad spending on social platforms. Online video sites such as Youtube and Hulu were also growth areas, with 40 percent anticipating an increase in their budgets for online video ads. A majority of participants also said they were very optimistic about mobile as people consume more and more media on smartphones and tablets.

Still, as advertisers continue to shift more dollars to the social and mobile side of digital, the online side could see shrinking spending in the near future. Nearly a quarter of survey participants said they are looking to decrease their budgets for online portals such as Yahoo, Google and AOL. And all trends aside, that old stalwart television continues to see the most ad dollars by a wide margin.