Annual Advertising and Marketing Study 2010: Total US and B2B Advertising
This is the fifth 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. The data, collected in December 2009, quantifies how advertisers have planned their 2010 spending coming out of the major 2008-2009 global economic crisis. It shows that for the first time, advertisers plan to spend more on digital and online marketing and advertising than on print. 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;
- For the first time, 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 new media, an analysis of how advertisers rate the effectiveness of the 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.