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2013 SMB Ad Spending Preview

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A preview of local ad spending from Borrell Survey of local advertisers.

A preview of local ad spending from Borrell Survey of local advertisers.

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  • 1. About this data The following slides offer a few highlights from Borrell’s Q4 2012 SMB survey. The full set of results are available in “2013 Local Advertising Outlook: Get Ready for the Rebound,” which can be downloaded at www.borrellassociates.com. These slides are copyrighted by Borrell Associates Inc. They may be used without permission as long as they carry the following credit in legible type: © 2013 Borrell Associates Inc; SMB Survey, Wave 10, Q4 2012 © Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
  • 2. MethodologyBorrell has been polling local advertisers year-round with the same basic questions since 2010. We occasionallyadd or delete certain questions to keep the information current and relevant. We have conducted tens ofthousands of surveys using this basic question set over the past three years.The results described in Chapters 2 and 3 and in Appendix A in this report were extracted from 1,756 interviewsconducted between Dec. 10, 2012, and Jan. 3, 2013.We conduct our surveys principally through media partners who solicit responses from their advertising clients andprospective clients. Invitations are sent directly by the media participants on behalf of Borrell Associates. Allinterviews are conducted via online survey forms. Media partners participating in this round included local radiostations, newspapers, magazines, and internet pureplay companies in various U.S. regions.Respondents are offered the incentive of winning an iPad and receiving a summary of the results. We compilesummaries and award an iPad quarterly.Response rates for this round were 10% to 20%, with a 57% of respondents completing the full set of 46questions. A sample of 1,756 respondents has a margin of error of 2.5% at the 95% confidence level. More information and details available by contacting Greg Harmon at gharmon@borrellassociates.com or calling 1-757-221-6641. © Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
  • 3. Most SMBs plan to spend the same this year 2013 Ad-Spending Expectations 54% 20% 16% 11% Plan to spend more Plan to spend same Plan to spend less Dont know Q 5. Compared with what you spent on advertising in 2012, will you spend more money, less money, or about the same in 2013? N = 1,686 © Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
  • 4. Online grows; newspapers & radio may stabilize 49% 49% Increase Same Decrease 38% 38% 35% 33%www.borrellassociates.com 28% 28% 26% 26% 25% 23% 21% 18% 14% 12% 11% 10% 8% 8% 7% 6% 6% 6% 5% 5% 4% 4% 3% 2% 2% 3% 3% Q 7 Thinking of your total advertising budget, as compared with 2012, do you think your spending will increase, stay the same, 6. or decrease in the following categories in 2013: Max N = 1,191 © Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
  • 5. SMBs favor newspapers and online media Media Advertising Purchased 64% 62% 54% 45%www.borrellassociates.com 36% 34% 29% 24% 19% 17% 13% 5% 3% Q 6 What do you best estimate the PERCENTAGE of your ad spend will be in 2012 for each media listed? [Amounts should total to 100%.]Overall N = 1,166 © Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
  • 6. Facebook is top choice for 2013 online spending Place ads directly with Facebook 28% Run-of-Site banner advertising 25% Sponsorships 16%Geo-, behavioral, or other targeted display 13% Streaming video ads 10% Display ads with audio 9% Video in online ads 8% Other online advertising and marketing 5% No plans to spend on online advertising 42% Q11. On which types of online advertising do you expect to spend money in 2013? N = 1,028 Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
  • 7. Steady growth in use of Social Networks 79% 67% 64% 58% 45% Percentage of SMBS with a Social Network presence Summer 2010 Holidays 2010 Q1 2011 Q2 2011 Q4 2012 Q 13 Does your company maintain a Social Network site or page? 2012 N = 968 Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
  • 8. Mobile is being pitched, but only ¼ are buying Pitched Mobile Conducted Mobile Dont know 10% Dont know 3% No 43% Yes 24% No 79% Yes 58%Q 17. Has your company been pitched by any vendors to conduct mobile- Q. 20. Have you conducted any advertising or marketing based advertising or marketing campaigns or campaigns with mobile campaigns using mobile in the past 12 months? N = 944 elements in the past 12 months? N = 554 9 Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
  • 9. Once they use mobile, they might be hooked Likely Use - If Already Used Likely Use - If Not Used 45% 30% 28% 38% 23% 12% 9% 7% 6% 6% Very likely Somewhat Not very Not at all Don’t likely likely likely know/Not Very likely Somewhat Not very Not at all Don’t sure likely likely likely know/Not sureQ 19. How likely is it that you will incorporate mobile elements in your Q 22. How likely is it that you will incorporate mobile elements in youradvertising and marketing efforts to reach potential customers in 2013? advertising and marketing efforts to reach potential customers in 2013? Used Mobile N = 245 Not Used Mobile N = 757 10 Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
  • 10. Details at www.borrellassociates.com