HotTopics: Annual Ad Spending Study 2006: Advertisers’ Spending And Behaviors In Vertical Industries

Author: Chuck Richard, Vice President & Lead Analyst

This HotTopics, the fourth report in Outsell's 2006 annual Ad Spending Study Series, is the first in the industry to spell out new directions for key vertical industries of advertisers. Based on a survey of 1,214 advertisers, it compares major findings across verticals and reveals 'where, why, and how fast' advertisers in biotech/pharma, manufacturing, high tech, healthcare, business services, and consumer services are moving online. It also examines the impacts of these shifts on print ads, events, and TV/Radio. The HotTopics 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. Publishers and information providers that need to understand ad markets across specific vertical industries, and where ad funding is going, will find this essential reading.