Annual Advertising and Marketing Study 2009: Spending Patterns, Effectiveness, and Key Drivers
Outsell’s annual Advertising and Marketing Study 2009 is the fourth in our ongoing research and analysis program and answers key questions about what publishers need to know about their advertisers’ marketing and advertising spending. The data, collected in February 2009, quantifies how advertisers have planned their spending during the ongoing economic crisis. This report continues Outsell’s coverage of marketing and advertising budget allocations and growth rates for 2009 across all types of media, providing a unique and comprehensive 360-degree view, and gives publishers a real and current snapshot of marketing and advertising spending. By measuring both, Outsell tracks and reveals 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, libraries, and end-users and their departments. It includes:
- Data on advertising and marketing spending and growth;
- Analysis of spending on advertisers’ own websites and how that saps publisher revenue;
- Data on advertising and marketing spending patterns, including spending as a percentage of revenue and a look at where money redirected from print advertising goes;
- Analysis of how advertisers rate the effectiveness of the many specific digital and traditional marketing methods that they now spend on;
- Marketing and advertising adoption of new media, metrics, key change drivers, and inhibitors;
- Outsell’s analysis of where marketing and advertising are headed;
- Essential actions for publishers and information providers.
Pub Date: November 24, 2009
Type: Market Report
Segments: B2B NEWS SAS STM
Keywords: Advertising, Advertising-Pay Per Click, Advertising-Display Ads, Advertising-Classified Ads, Market Statistics, Marketing
Pages: 46
Format: PDF 
We provide a link to download a PDF at the end of the purchase process.
Download PDF table of contents
Table of Contents
- Why This Topic?
- Advertising and Marketing Spending and Growth
- Total US Advertising and Marketing Spending by Media and Method
- Massive Scale of Spending on Companies’ Own Sites Saps Publisher Revenue
- Traditional Media Down Double Digits in 2009
- Advertising and Marketing Spending Patterns
- Benchmark: Marketing Spending as Percentage of Revenue
- Where Money Redirected from Print Advertising Goes
- Share of Event Spending with Publishers versus Associations
- Display, Sponsored Sections, PPC, and CPA Ad Spending Shares
- Prices Paid for B2B Display, Contextual, Behavioral, and Search Keyword Ads
- Percentage Using Ad Networks, Exchanges, and Agencies
- Marketing Effectiveness
- Cross Media and Multiple Marketing Method Effectiveness
- Search PPC, Display, and Behavioral Effectiveness
- Lead Generation Effectiveness of 24 Marketing Methods
- Branding Effectiveness of 24 Marketing Methods
- How Marketing Method Effectiveness Varies by Company Size
- Click Fraud Percentage and Actions That Advertisers Take to Respond
- Marketing and Advertising Adoption of New Media, Metrics, Key Change Drivers, and Inhibitors
- New Marketing Methods Use and Plans to Use . . .33 Net Change in Use of Ad Tracking and Ad Management
- Ranking Value of Advertising Analytics . . .37 Most Important Factors in Allocating Marketing Spending . . .38 Biggest Drawbacks and Problems in Buying Advertising
- The Future of Marketing and Advertising
- Essential Actions
- Related Research
- Methodology
- Table 1. Total US Advertising and Marketing Spending, 2008-2009
- Figure 1. US Marketing and Advertising Spending, 2006-2009
- Figure 2. B2B Marketing Spending on Own Website by Vertical Industry, 2009
- Figure 3. Marketing Spending on Own Website – Companies with 1 to 10 Employees, 2009
- Figure 4. Marketing Spending as Percentage of Revenue, 2009
- Figure 5. B2B Trade Magazine Print Spending Redirected to Other Recipients, 2009
- Figure 6. US Event Spending with Publishers versus Associations, 2009
- Figure 7. Display, Sponsored Content, PPC, and CPA Online B2B Ad Spending, 2008-2009
- Figure 8. Prices Paid for Display, Contextual, Behavioral, and Search Keyword Ads – B2B Small, 2007-2009
- Figure 9. Prices Paid for Display, Contextual, Behavioral, and Search Keyword Ads – B2B Large, 2007-2009
- Figure 10. B2B Advertiser Spending on Ad Networks, Exchanges, and Agencies, 2008-2009
- Figure 11. B2B Spending on Ad Networks, Exchanges, and Agencies by Industry, 2009
- Figure 12. Cross Media and Multiple Marketing Method Effectiveness for B2B Advertisers, 2009
- Figure 13. Search PPC, Display Ads, and Behavioral Targeting Effectiveness – Small Companies, 2009
- Figure 14. Search PPC, Display Ads, and Behavioral Targeting Effectiveness – Large Companies, 2009
- Figure 15. Lead Generation Effectiveness – Small Companies, 2009
- Figure 16. Lead Generation Effectiveness – Large Companies, 2009
- Figure 17. Branding Effectiveness – Small Companies, 2009
- Figure 18. Branding Effectiveness – Large Companies, 2009
- Figure 19. Most Effective Lead Generation Methods by Company Size, 2009
- Figure 20. Most Effective Branding Methods by Company Size, 2009
- Figure 21. Click Fraud: Actions Taken and Percent Fraudulent Clicks, 2008
- Figure 22. New Media Use and Plans to Use – Small Companies, 2008-2009
- Figure 23. New Media Use and Plans to Use – Large Companies, 2008-2009
- Figure 24. Net Change (2009 vs. 2008) in Usage of Ad Management and Ad Tracking Methods
- Figure 25. If You Could Only Track Three Metrics, 2009
- Figure 26. Most Important Factors in Allocating Spending – Small Companies, 2008-2009
- Figure 27. Most Important Factors in Allocating Spending – Large Companies, 2008-2009
- Figure 28. Industry Specific Ratings of Most Important Factors in Allocating Spending
- Figure 29. Biggest Drawbacks and Problems in Buying Advertising, 2009
Tables & Figures