Annual Advertising and Marketing Study 2010: Total US and B2B Advertising

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

This is the fifth annual report in our ongoing research and analysis program, and it answers key questions for publishers on what they need to know about their advertisers’ spending. The data, collected in December 2009, quantifies how advertisers have planned their 2010 spending coming out of the major 2008-2009 global economic crisis. It shows that for the first time, advertisers plan to spend more on digital and online marketing and advertising than on print. 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 report 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. It includes:

- Data on US and B2B 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 advertisers;
- Analysis of spending on advertisers’ own websites;
- Analysis of how advertisers rate the effectiveness of social networking services for marketing and advertising;
- Beyond new media, an analysis of how 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 publishers and information providers.

Open table of contents

Why This Topic?
Advertising and Marketing Spending and Growth

Total US Advertising and Marketing Spending by Media and Method
Four of Five Traditional Media Types Down in 2010

2010 B2B Advertising and Marketing Spending

Market Overview
US B2B Forecast Spending Across All Media
US B2B Online Forecast Allocation and Growth
US B2B Print Forecast Allocation and Growth
Where Money Redirected from Print Advertising Goes
US B2B In-Person Events Forecast Allocation and Growth
Where Money Redirected from In-Person Events Goes

Use and Ratings of New Media Methods

Use of and Plans to Use 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 US Advertising and Marketing Spending, 2009-2010
Figure 1. Growth of Total US Advertising and Marketing Spending, 2009-2010
Figure 2. B2B Advertisers Increasing and Decreasing Spending in 2010
Table 2. Total US B2B Advertising and Marketing Spending, 2009-2010
Figure 3. Total B2B Marketing and Advertising, 2010 Allocation and Growth
Figure 4. B2B Online Marketing and Advertising, 2010 Allocation and Growth
Figure 5. B2B Print Marketing and Advertising, 2010 Allocation and Growth
Figure 6. B2B Print Magazine Marketing and Advertising Spending Redirected to Other Methods
Figure 7. B2B In-Person Events Marketing, 2010 Allocation and Growth
Figure 8. B2B In-Person Events Marketing Spending Redirected to Other Recipients
Figure 9. B2B New Media Use and Plans to Use, 2009-2010
Figure 10. B2B Effectiveness of Social Networking Sites
Figure 11. B2B Display, PPC, Sponsored Content, and CPA Online Ad Spending, 2009-2010
Figure 12. B2B Cross-Media and Multiple Marketing Methods Effectiveness
Figure 13. B2B Frequency of Selection as One of Top Three Highest ROI Methods
Figure 14. B2B Lead Generation Effectiveness
Figure 15. B2B Branding Effectiveness
Figure 16. B2B Most Important Factors in Allocation of Marketing and Advertising Spending