Annual Advertising and Marketing Study 2011: B2B Advertising

Author: Chuck Richard, Vice President & Lead Analyst

This is the sixth 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 and increased use of new media. The data, collected in January 2011, quantifies how advertisers have planned their 2011 spending during the slow economic recovery that began in 2010. 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;
- 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 just new media, an analysis of how advertisers rate the effectiveness of combinations of 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

Table of Contents

Why This Topic?
- Methodology
Total US Advertising and Marketing Spending and Growth
- Total Advertising and Marketing Spending by Media and Method
- Breakthrough Trends in Advertisers’ Biggest Problems and Spending Factors
2011 B2B Advertising and Marketing Spending: Dollars, Share, and Growth
- Market Overview
- US B2B Spending Across All Media
- US B2B Digital Forecast Allocation and Growth
- US B2B Print Forecast Allocation and Growth
- US B2B In-Person Events Forecast Allocation and Growth
New Media Methods: Usage and Ratings 2010 Usage and 2011 Planned
- Usage of New Media
- Social Networking Services for Marketing and Advertising
- Advertising Spending with Networks, Exchanges, and Agencies
Marketing Effectiveness
- Cross Media Marketing Improves Effectiveness
- What Advertisers Want in Marketing Services
- Effectiveness for Lead Generation and Branding
- Top Three ROI Selections
Essential Actions
Related Research

Table & Figure Titles

Table 1. Total Combined US Consumer and B2B Advertising and Marketing Spending, 2010-2011
Figure 1. B2B Advertisers’ Biggest Drawbacks and Problems in Buying Advertising
Figure 2. B2B Most Important Factors in Allocation of Marketing and Advertising Spending
Figure 3. B2B Advertisers Increasing and Decreasing Spending in 2011
Table 2. Total US B2B Advertising and Marketing Spending, 2010-2011
Figure 4. Total B2B Marketing and Advertising, 2011 Allocation and Growth
Figure 5. B2B Digital Marketing and Advertising, 2011 Allocation and Growth
Figure 6. B2B Print Marketing and Advertising, 2011 Allocation and Growth
Figure 7. B2B In-Person Events Marketing, 2011 Allocation and Growth
Figure 8. B2B 2010 Usage and 2011 Planned Usage of New Media
Figure 9. Lead Generation Effectiveness and Use of Social Networking Websites
Figure 10. B2B Usage of Networks, Exchanges, and Agencies, 2011
Figure 11. B2B Cross Media Marketing Effectiveness – Lift from In-Person Events
Figure 12. What B2B Advertisers Include in Cross Media Buys
Figure 13. Components that Influence the Purchase of Marketing Services by B2B Advertisers
Figure 14. Marketing Services Providers B2B Advertisers Used in 2010 and Plan to Use in 2011
Figure 15. B2B Advertisers Planning to Use Publishers for Marketing Services in 2011 by Industry
Figure 16. Lead Generation Effectiveness Tiers – B2B vs Consumer
Figure 17. Lead Generation Effectiveness Differences – B2B vs Consumer
Figure 18. B2B Branding Effectiveness
Figure 19. B2B Frequency of Selection as One of Top Three Highest ROI Methods