BURLINGAME, Calif. & LONDON – Early results of a new Outsell advertising and marketing survey show that although the recession is shrinking budgets, small B2B advertisers remain “big spenders.”
“The results reveal continued revenue opportunities for media companies that follow the money, and focus attention on the B2B segment,” said Chuck Richard, Vice President and Lead Analyst, Outsell. “This includes looking at nontraditional sources of revenue, such as web marketing services for advertisers.”
Outsell surveyed 1,019 US and 204 UK advertisers targeting the consumer, business and healthcare markets in February 2009. Initial data indicates:
–74 percent of small US B2B advertisers are either increasing spending over 2008 or keeping it level. Only 26 percent of these smaller companies are reducing budgets, in contrast with the 40 percent of large B2B advertisers who forecast cuts.
–Online marketing/ad spending is growing among US B2B companies in general—up 8.2 percent from last year among smaller firms, and up 0.4 percent for larger ones.
–Spending on companies’ own websites remains the largest online “line item” for B2B advertisers, at 59.1 percent and 51.1 percent of total online budgets for small and large firms, respectively.
–Small US B2B companies are also growing spending more than 10 percent each for keyword buys on search engine sites, e-mail marketing, industry-specific sites, and webinars.
This is the fourth annual marketing and ad spending study from Outsell, which looks at all possible categories to which budgets might be directed—including online, print, events, TV/radio/movies, and “other marketing” such as public relations. The initial report drills into large and small B2B companies’ plans in three key areas—online, events, and print. Subsequent reports will offer additional analyses across industries, and include midsize companies.
Companies interested in the report should visit: http://www.outsellinc.com/store/products/826. Journalists should contact Dawn Ringel, Warner Communications, 781-449-8456 or [email protected].
ABOUT OUTSELL, INC.:
Outsell is the only research and advisory firm focused on advancing the publishing, information, and education industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today’s fast-changing digital and global environment. Outsell’s headquarters are in Burlingame, CA, US and London, UK. Visit us at www.outsellinc.com.
