Annual Advertising and Marketing Study 2010: Total UK Advertising and Marketing

Authors: Chuck Richard, Vice President & Lead Analyst; Sheila King, Director of Primary Research

This report answers key questions for publishers on what they need to know about advertisers’ spending in the United Kingdom (UK). The data, collected in December 2009 from 264 UK respondents, quantifies how UK advertisers have planned their 2010 spending coming out of the major 2008-2009 global economic crisis. 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 UK advertising and marketing budget allocations and growth rates;
- Comparison of US and UK allocation percentages for advertising and marketing spending;
- For the first time, data and analysis on what marketing methods generate the highest return on investment (ROI), according to UK advertisers;
- Analysis of spending on UK advertisers’ own websites;
- Analysis of how UK advertisers rate the effectiveness of social networking services for marketing and advertising;
- Beyond new media, an analysis of how UK 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 UK publishers and information providers.

Open table of contents

Why This Topic?
Advertising and Marketing Spending and Growth

Total UK Advertising and Marketing Spending by Media and Method
Three of Six Traditional Media Types Down in 2010

2010 UK Advertising and Marketing Spending

Market Overview
UK Spending Across All Media
UK Online Forecast Allocation and Growth
UK Print Forecast Allocation and Growth
Where Money Redirected from Print Advertising Goes
UK In-Person Events Forecast Allocation and Growth
Where Money Is Redirected from In-Person Events Spending

Use and Ratings of New Media Methods

Usage of New Marketing Methods

Effectiveness of Social Networking Services for Marketing and Advertising

Digital Advertising Revenue Models

Marketing Effectiveness

Cross Media and Multiple Marketing Method Effectiveness
Top Three ROI Selections
Effectiveness for Lead Generation and Branding
Most Important Factors in Allocating Marketing Spending

Essential Actions
Methodology
Related Research

Tables & Figures

Table 1. Total UK Advertising and Marketing Spending, 2009-2010
Table 2. Total UK and US Advertising and Marketing, 2010 Allocation Percentages
Figure 1. Growth of Total UK Advertising and Marketing Spending, 2009-2010
Figure 2. UK Advertisers Increasing and Decreasing Spending in 2010
Figure 3. Total UK Marketing and Advertising, 2010 Allocation and Growth
Figure 4. UK Online Marketing and Advertising, 2010 Allocation and Growth
Figure 5. UK Print Marketing and Advertising, 2010 Allocation and Growth
Figure 6. UK Print Magazine Marketing and Advertising Spending Redirected to Other Methods
Figure 7. UK In-Person Events Marketing, 2010 Allocation and Growth
Figure 8. UK In-Person Events Marketing Spending Redirected to Other Recipients
Figure 9. UK Advertisers’ 2009 and Planned 2010 Use of New Media
Figure 10. UK Advertisers’ Effectiveness of Social Networking Sites for Building Qualified Leads
Figure 11. UK Display, PPC, Sponsored Content, and CPA Online Ad Spending, 2009-2010
Figure 12. UK Cross-Media and Multiple Marketing Methods Effectiveness
Figure 13. UK Frequency of Selection as One of Top Three Highest ROI Methods
Figure 14. UK Lead Generation Effectiveness
Figure 15. UK Branding Effectiveness
Figure 16. Most Important Factors in Allocation of UK Marketing and Advertising Spending