HotTopics: Annual Ad Spending Study 2006: Small, Medium, And Large Businesses

Author: Chuck Richard, Vice President & Lead Analyst

This HotTopics, the third report in Outsell's annual Ad Spending Study Series, is the first in the industry to reveal detailed trends across small, medium, and large advertisers. It compares key findings by company size and reveals 'where, why, and how fast' these small, medium, and large advertisers are moving online, plus the impacts of these shifts on print ads, events, and TV/Radio. It examines previously untracked areas such as advertisers' adoption rates for online advertising; budget allocation, growth rates, and trade-offs across all types of advertising media; the effectiveness of Google vs. Yahoo! and Microsoft; the performance of keyword ads vs. contextual and behavioral ads; and the factors driving advertising spending decisions. The data shows that online growth rates across ad buyers of all sizes dwarf other forms of advertising spending, but that lagging growth rates for small businesses in online ad spending and usage represent a key growth opportunity for adept publishers and search companies. Publishers and information providers that need to understand small-, medium-, and large-advertiser ad markets, and where ad funding is going, will find this essential reading.