SEMPO: Online advertisers geared up for behavioral targeting, social marketing

Wakefield, Mass.—Online advertisers are embracing new marketing platforms and showing an increasing willingness to pay more for targeted reach through behavioral targeting and social marketing, according to a new report from the Search Engine Marketing Professional Organization.

SEMPO’s “State of the Market” report notes that advertisers on average would pay 10% more for demographic and segmented “daypart” targeting, and 13% more for behavioral search targeting. Two in five advertisers surveyed said they are not currently targeting or retargeting searchers but plan to in the next 12 months.

Social media also continues to build market share, with more than 40% of respondents reporting they are using in-house marketers to actively promote their brand on social media. Of respondents using social media, Facebook is the leader: More than four out of five advertisers are using Facebook to promote their brand.

SEMPO’s online survey, by Radar Research, was completed by 890 search engine advertisers and SEM agencies and administered via IntelliSurvey. The executive summary is available online at www.sempo.org.