Annual Advertising and Marketing Study 2010: Total US and Consumer Advertising

This report answers key questions for consumer publishers on what they need to know about consumer-focused advertisers’ spending. The data, collected in December 2009, quantifies how these consumer advertisers have planned their 2010 spending coming out of the major 2008-2009 global economic crisis. It shows that for the first time, total U.S. advertiser spending on digital and online marketing and advertising will surpass print spending. For consumer-focused advertisers, this crossover is very close and will occur in 2011, while B2B advertisers have already crossed over. (We covered B2B advertisers in our March 3 report, “Annual Advertising and Marketing Study 2010: Total US and B2B Advertising.”) By measuring both marketing and advertising spending, Outsell tracks and reveals the most comprehensive 360-degree view available of all the methods companies use to build and strengthen their brands and generate leads and new business. This is our fifth annual Advertising and Marketing Study, and is one of three annual Outsell studies looking at all key money flows that fund the information industry – advertising, library, and end-users and their departments. This report includes:

- Data on US and consumer advertising and marketing budget allocations and growth rates;
- For the first time, data and analysis on what marketing methods generate the highest return on investment (ROI), according to consumer advertisers;
- Analysis of spending on consumer advertisers’ own websites;
- Analysis of how consumer advertisers rate the effectiveness of social networking services for marketing and advertising;
- Beyond new media, an analysis of how consumer advertisers rate the effectiveness of the many specific digital and traditional marketing methods they now spend on, with data on the most important factors in spending allocation;
- Essential actions for consumer publishers and information providers.