Search marketers unwilling to spend on video, mobile channels: SEMPO survey

Although search engine marketers are becoming increasingly aware of the opportunities in video and mobile search marketing, they are not willing to spend for these channels, according to a new survey published by the Search Engine Marketing Professional Organization.

Forty percent of the survey respondents said they would pay the same amount for video search as they pay for traditional search advertising. Another 13 percent said they want to pay less for video and mobile search than for traditional search.

“Sixty-six percent of respondents say they would be interested in contextually targeted advertising attached to video search results,” the study said. “However, there is much more interest in video advertising attached to video search results as opposed to strictly text-based contextual ads.”

Radar Research LLC and Intellisurvey conducted the survey in November and December of 2006. The report was based on responses from 587 agency and in-house advertisers.

While about 53 percent of respondents expressed interest in video ads, 33 percent indicated an interest in text-only ads.

Marketers are even more reluctant to pay for mobile search as almost half of the respondents said they would not pay a premium for that technology.

Almost 25 percent of respondents said they prefer to pay less for mobile search than for traditional search. About two-thirds said they were interested in contextually targeted advertising delivered to mobile search users.

“The reluctance to hike budgets for video and mobile search reflects the industry’s trend toward an overall pricing plateau,” the survey said. Twenty-five percent of the respondents reported they had reached their pricing ceiling for paid placement. Of the remaining 75 percent, half said the most they could afford in a price increase was 30 percent.

In other news, Wakefield, MA-based SEMPO has elected its 2007 board of directors.

The newly elected SEMPO Board of Directors for 2007 is composed of Chris Boggs of Avenue A/Razorfish; Massimo Burgio of Global Search Interactive; Fionn Downhill of Elixir Systems; Dave Fall of DoubleClick Inc.; Duane Forrester of Sports Direct Inc.; Sara Holoubek, a free agent and consultant; Gordon Hotchkiss of Enquiro; Bill Hunt of Global Strategies International; Kevin Lee of Did-It; Jeffrey Pruitt of iCrossing; Tanya Rietze of Hewlett-Packard; Dana Todd of SiteLab; and Dave Williams of 360i.

Eight of the 13 members are returning from the 2006 group. They are Chris Boggs, Sara Holoubek, Gordon Hotchkiss, Bill Hunt, Kevin Lee, Jeffrey Pruitt, Dana Todd and David Williams.

The 13 members will serve a one-year term. They will elect officers in March and have their first meeting during the Search Engine Strategies Conference in New York City April 10 to 13.

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