Annual Advertising and Marketing Study 2008

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

Outsell’s Annual Advertising and Marketing Study 2008 is the third edition of Outsell’s ongoing research and analysis in this area. It answers key questions about what publishers need to know about their advertisers. Advertising is one of the three major funding sources for the information industry, accounting for 42% of the $381 billion industry; the other two revenue streams are libraries and end-users (and their departments). This report augments our annual study with a complete view of the size of the advertising market. It reveals “where, why, and how fast” advertisers are moving more of their spending online, and examines the impacts of these shifts in 2008 on print spending, events, and other media. It gauges advertisers’ adoption of specific metrics and analytics and updates Outsell’s click fraud research. The report includes unique, 360-degree cross-media coverage of the issues impacting the advertising market, including:

- Advertisers’ adoption rates for online advertising and marketing;
- Effectiveness of Google vs. Yahoo! and Microsoft;
- Performance of keyword vs. contextual vs. behavioral ads;
- Ad and marketing budget allocations and growth rates across all types of media;
- Advertisers’ ratings of the effectiveness of all types of marketing for branding and lead generation;
- Advertisers’ adoption of analytics and tracking methods;
- Drivers of advertisers’ spending decisions;
- Click fraud’s impact on advertisers’ online spending.

Open table of contents

Why This Topic?

Methodology

Market Overview

360-Degree View

Market Dynamics & Key Trends

Allocation and Growth Forecast of Advertising and Marketing in 2008 Across All Media
Online – 2008 Forecast Share and Growth
Print – 2008 Forecast Share and Growth
The Reallocation of Print Advertising Spending
Events – 2008 Forecast Share and Growth

Usage, Effectiveness, and Adoption Rates

Keyword Search, Contextual Placement, and Behavioral Ads
Effectiveness and Usage of Ad and Marketing Methods across All Media
Shifts in Use of New Media Advertising and Tracking Methods

New Media Advertising Management and Strategic Issues

Click Fraud - How Advertisers Are Responding

Essential Actions
Related Research

Tables & Figures

Figure 1. Allocation of 2008 Total US Marketing Spending
Table 1. Total US Advertising and Marketing Spending
Figure 2. Number of Media Types Used
Figure 3. Allocation and Growth of 2008 Online Marketing Spending
Figure 4. Allocation and Growth of 2008 Print Marketing Spending
Figure 5. Redirection of Advertising Spending (%) Print Ad Spending to Other Media
Figure 6. Allocation and Growth of 2008 Event Marketing Spending
Figure 7. Effectiveness and Usage of Keyword Search, Contextual Placement, and Behavioral Targeting
Figure 8. Effectiveness and Usage for Lead Generation – Tier 1
Figure 9. Effectiveness and Usage for Lead Generation – Tier 2
Figure 10. Effectiveness and Usage for Branding – Tier 1
Figure 11. Effectiveness and Usage for Branding – Tier 2
Figure 12. Current and Planned Use of New Media Ad Methods
Figure 13. Share of Online Ad Spending by Type of Online Ad
Table 2. Ad Networks, Ad Exchanges, and Ad Agencies
Figure 14. If You Could Only Track Three Metrics
Figure 15. Increasing Ad Tracking and Spending Patterns
Figure 16. Factors Affecting Selection and Use of Marketing Tactics
Table 3. Obstacles or Problems in Buying Advertising
Figure 17. Advertiser Preference for á la Carte and Integrated Media Buying
Figure 18. Advertiser Evaluation of Impact of Click Fraud – US Only