World’s biggest advertisers turn to search specialists but use of mobile and social experts lags behind | MAA

The World Federation of Advertisers (WFA) has released the results of its latest survey into the way that the world’s biggest advertisers organize, budget and remunerate paid search.

The first such survey since 2009 indicates that WFA members – half of those surveyed have responsibility for approximate annual digital budgets of nearly $50m – have made notable changes to the way they approach search marketing.

Although the survey is not definitive with 36 responses from global and regional marketers (representing 36 different multinational companies), it reveals how the world’s biggest advertisers are changing the way they approach search. Respondents were responsible for more than $33bn in gross media spend and such large multinational brands often have the most sophisticated approaches to advertising and marketing across all channels (illustration Silicon Cloud).

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