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Annual Ad Spending Study 2007: What Publishers Need to Know About Small, Medium, and Large Advertisers

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

This is the second report in our 2007 Ad Spending Study series. It extracts unique findings about small, medium, and large company advertising behavior from the results of Outsell’s annual Ad Spending Study, with an aim to help publishers grow advertising revenue. The report covers:

- Ad budget allocations and growth rates across all types of advertising media;
- Advertisers’ adoption rates for online advertising;
- Reallocation of spending from print media ads to other media;
- Effectiveness of Google vs. Yahoo! and Microsoft;
- Click fraud’s impact on advertisers’ online spending;
- Drivers of ad spending decisions;
- Top obstacles to buying advertising;
- Outsell’s recommendations for publishers.

Outsell surveyed 1,010 advertisers responsible for ad spending or for specifying ad budgets targeting corporate, healthcare, and consumer markets. The sample represents the total population at a 95% confidence level and a margin of error of +/- 3%.


Pub Date: May 11, 2007
Pages: 34
Format: PDF Application_pdf

We provide a link to download a PDF at the end of the purchase process.

Table of Contents

  • Executive Summary
  • Why This Topic?
  • Profile of Small, Medium, and Large Advertisers
    1. Industries of the Advertisers
  • Allocation and Growth Forecast of Advertising in 2007 across All Media
    1. Online – 2007 Forecast Share and Growth
    2. Print – 2007 Forecast Share and Growth
    3. Events – 2007 Forecast Share and Growth
  • Use, Effectiveness, and Adoption Rates of Marketing Methods
    1. Keyword Search, Contextual Ads, and Behavioral Ads
    2. Effectiveness and Use of Ad Methods across All Media
    3. The Reallocation of Print Advertising Spending
    4. Shifts in Use of New Media Ad Methods
  • New Media Advertising Management and Strategic Issues
    1. Click Fraud – How Advertisers Are Responding
  • Essential Actions
  • Related Research
  • Methodology

    • Tables & Figures

  • Figure 1. Size Distribution of Advertisers by Number of Employees
  • Figure 2. Distribution of Advertisers’ Revenues
  • Figure 3. 2007 Forecast Total Annual Marketing Budgets
  • Table 1. Industries Represented by Advertisers in the Study
  • Figure 4. Forecast Total Marketing Budget Share and Growth
  • Table 2. 2007 Forecast Growth Rates of Total Marketing Budget by Size and Media Type
  • Table 3. 2007 Allocation of Total Marketing Budget by Size and Media Type
  • Table 4. 2007 Forecast Growth Rates of Online Marketing Budget by Size and Media Type
  • Table 5. 2007 Allocation of Online Marketing Budget by Size and Ad Type
  • Table 6. 2007 Forecast Growth Rates of Print Marketing Budget by Size and Media Type
  • Table 7. 2007 Allocation of Print Marketing Budget by Size and Ad Type
  • Table 8. 2007 Forecast Growth Rates of Events Marketing Budget by Size and Event Type
  • Table 9. 2007 Allocation of Events Marketing Budget by Size and Event Type
  • Figure 5. Use of Keyword Search, Contextual Ads, and Behavioral Ads
  • Figure 6. Effectiveness of Keyword Search, Contextual Ads, and Behavioral Ads
  • Table 10. Use of Ad Methods for Branding: Ranks 1-13
  • Table 11. Use of Ad Methods for Branding: Ranks 14-26
  • Table 12. Effectiveness of Ad Methods for Branding: Ranks 1-13
  • Table 13. Effectiveness of Ad Methods for Branding: Ranks 14-26
  • Table 14. Use of Ad Methods for Lead Generation: Ranks 1-13
  • Table 15. Use of Ad Methods for Lead Generation: Ranks 14-26
  • Table 16. Effectiveness of Ad Methods for Lead Generation: Ranks 1-13
  • Table 17. Effectiveness of Ad Methods for Lead Generation: Ranks 14-26
  • Figure 7. Percent of Advertisers Reallocating Print Trade Magazine Spending to Other Media
  • Figure 8. 2007 Planned Use of New Advertising Methods
  • Figure 9. 2007 Forecast Spending on New Ad Methods
  • Table 18. Factors Affecting the Selection and Use of Marketing Tactics
  • Table 19. Obstacles or Problems in Buying Advertising
  • Figure 10. Participation in Pay-per-Click Online Advertising
  • Figure 11. Bundled Advertising Purchase Preferences
  • Table 20. Click Fraud Estimate
  • Figure 12. Advertisers’ Opinions and Actions on Click Fraud