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Annual Advertising and Marketing Study 2010: Total US and B2B Advertising

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

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.


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

Pub Date: March 3, 2010
Type: Market Report
Segments: B2B NEWS STM SAS
Keywords: Advertising, Advertising-Pay Per Click, Marketing, Market Statistics
Pages: 33
Format: PDF Application_pdf


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Download PDF table of contents

Table of Contents

  • Why This Topic?
  • Advertising and Marketing Spending and Growth
    1. Total US Advertising and Marketing Spending by Media and Method
    2. Four of Five Traditional Media Types Down in 2010
  • 2010 B2B Advertising and Marketing Spending
    1. Market Overview
    2. US B2B Forecast Spending Across All Media
    3. US B2B Online Forecast Allocation and Growth
    4. US B2B Print Forecast Allocation and Growth
    5. Where Money Redirected from Print Advertising Goes
    6. US B2B In-Person Events Forecast Allocation and Growth
    7. Where Money Redirected from In-Person Events Goes
  • Use and Ratings of New Media Methods
    1. Use of and Plans to Use New Marketing Methods
    2. Effectiveness of Social Networking Services for Marketing and Advertising
    3. Digital Advertising Revenue Models
  • Marketing Effectiveness
    1. Cross-Media and Multiple Marketing Method Effectiveness
    2. Top Three ROI Selections
    3. Effectiveness for Lead Generation and Branding
    4. Most Important Factors in Allocating Marketing Spending
  • Essential Actions
  • Methodology
  • Related Research

    • Tables & Figures

  • Table 1. Total US Advertising and Marketing Spending, 2009-2010
  • Figure 1. Growth of Total US Advertising and Marketing Spending, 2009-2010
  • Figure 2. B2B Advertisers Increasing and Decreasing Spending in 2010
  • Table 2. Total US B2B Advertising and Marketing Spending, 2009-2010
  • Figure 3. Total B2B Marketing and Advertising, 2010 Allocation and Growth
  • Figure 4. B2B Online Marketing and Advertising, 2010 Allocation and Growth
  • Figure 5. B2B Print Marketing and Advertising, 2010 Allocation and Growth
  • Figure 6. B2B Print Magazine Marketing and Advertising Spending Redirected to Other Methods
  • Figure 7. B2B In-Person Events Marketing, 2010 Allocation and Growth
  • Figure 8. B2B In-Person Events Marketing Spending Redirected to Other Recipients
  • Figure 9. B2B New Media Use and Plans to Use, 2009-2010
  • Figure 10. B2B Effectiveness of Social Networking Sites
  • Figure 11. B2B Display, PPC, Sponsored Content, and CPA Online Ad Spending, 2009-2010
  • Figure 12. B2B Cross-Media and Multiple Marketing Methods Effectiveness
  • Figure 13. B2B Frequency of Selection as One of Top Three Highest ROI Methods
  • Figure 14. B2B Lead Generation Effectiveness
  • Figure 15. B2B Branding Effectiveness
  • Figure 16. B2B Most Important Factors in Allocation of Marketing and Advertising Spending