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185 sspcc4 b_brunelle 185 sspcc4 b_brunelle Presentation Transcript

  • © 2006 Outsell, Inc. All rights reserved. 1
  • Outsell Ad Spending Study:Where and Why AdvertisersMove Online Bette S. Brunelle VP and Lead Analyst Outsell, Inc. SSP 28th Annual Meeting June 9, 2006 © 2006 Outsell, Inc. All rights reserved. 2
  • And what are you doing to attract them? © 2006 Outsell, Inc. All rights reserved. 3 View slide
  • About This Study§ Outsell’s annual Ad Spending Study focuses on never-before- tracked areas such as advertisers’ views about Google vs. Yahoo! and Microsoft; performance of keyword ads vs. contextual and behavioral ads; adoption rates/penetration of online advertising; budget allocation, growth rates, and trade- offs across all types of advertising; and the purpose and media-type of ads.§ The study is based on a survey Outsell fielded to 1,200 advertisers in November 2005, all responsible for ad spending or specifying ad budgets, controlling an estimated $2.4 billion in advertising. Confidence level is 95% +/- 3%.§ This is the only study to analyze differences across advertisers and the markets they target: B2B, B2C, and Healthcare. © 2006 Outsell, Inc. All rights reserved. 4 View slide
  • Who Advertisers Target Primary Market Sectors Targeted 46% Business Consumers 38% Healthcare Institutions 9% or Practitioners Government 4% Education 3%Source: Outsell’s Advertising Tracking DatabaseBase = 924 (Q5a, A) © 2006 Outsell, Inc. All rights reserved. 5
  • Industries of the Advertisers Surveyed (By Segment) Healthcare 20% Business Services 19% Manufacturing 13% Other Services 12% High Tech 11% Biotech/Pharma/Chemical/Food 9% Financial Services 5% Travel 4% Education 4% Legal Services 1% Government 1% Other 1%Source: Outsell’s Advertising Tracking DatabaseBase = 1,214 (Q5, A) © 2006 Outsell, Inc. All rights reserved. 6
  • Online Spend Growth Outpaces Print Allocation of Total Marketing Budget – Spending % by Media Type 32% 31% 29% 29% 23% 23% 19% 18% 16% 6% 3% 2% Online Media Print Media Events TV, Radio & Other Media 2005 Share of Budget 2006 Share of Budget Spending Growth RateSource: Outsell’s Advertising Tracking DatabaseBase = 625 (M3, A) © 2006 Outsell, Inc. All rights reserved. 7
  • Puny Growth in All Major Print Categories; Targeted Pubs Have Edge Spending % by Print Type and Spending Growth Rate 24% 23% 20% 3.3% Total Print Spending Growth 15% 10% 9% 6% 6% 4% 4% 3% 2% 2% 2% General Direct Mail Trade Other Print Custom Print Directories Newsletters Magazines & Mktg. Magazines Media Pubs. Newspapers 2006 Spending Growth RateSource: Outsell’s Advertising Tracking DatabaseBase = 436 (M4, A) © 2006 Outsell, Inc. All rights reserved. 8
  • Healthcare Online Spend Outpaces Other Markets HC Allocation of Total Marketing Budget – Spending % by Media Type 42% 43% 29% 26% 24% 21% 21% 10% 9% 8% 8% -3% Online Media Print Media Events TV, Radio & Other Media 2005 Share of Budget 2006 Share of Budget Spending Growth RateSource: Outsell’s Advertising Tracking DatabaseBase = 80 (M3, A) © 2006 Outsell, Inc. All rights reserved. 9
  • Healthcare Search Engine Growth Sizzles 188% 23.5% Total Online Spending Growth 66% 42% 44% 37% 41% 30% 29% 13% 11% 10% 9% 8% 8% 7% 7% 4% 3% 1% 1% -30% -36% Companys Other Sponsoring Search Trade Web E-mail Webinars Gen. Bus. Online Weblog Wireless Own Site Online Content Engines Site Mktg. Site Directories Mktg. Mktg. Media 2006 Spending Growth RateSource: Outsell’s Advertising Tracking DatabaseBase = 80 (M5, A) © 2006 Outsell, Inc. All rights reserved. 10
  • Healthcare Print Relatively Healthy 42% 8.1% Total Print Spending Growth 29% 24% 22% 21% 21% 15% 12% 11% 11% 7% 6% 4% 2% 2% Online Trade Direct Mail Other Print Custom Print General Newsletters Directories Growth Magazines Mktg. Media Pubs. Magazines & Newspapers 2006 Spending Growth RateSource: Outsell’s Advertising Tracking DatabaseBase = 80 (M4, A) © 2006 Outsell, Inc. All rights reserved. 11
  • Healthcare Advertisers Value Keyword Ads Search Keyword Contextual Placement 61% 56% 56% 51% 51% 48% 46% 46% 67% 52% 43% 38% 37% 38% 35% 29% Google Yahoo! MSN Other Search Google Yahoo! Other Behavioral Ads Engines % Extremely/Somewhat Effective Percent UsingSource: Outsell’s Advertising Tracking DatabaseBases = 80 (M10, A) © 2006 Outsell, Inc. All rights reserved. 12
  • Healthcare Conferences Lead Strong Event Spending 7.6% Total Event Spending Growth 42% 31% 28% 24% 9% 10% 3% Online Growth Conferences Exhibitions Other Events 2006 Spending Growth RateSource: Outsell’s Advertising Tracking DatabaseBase = 80 (M6, A) © 2006 Outsell, Inc. All rights reserved. 13
  • Healthcare Advertisers Driven by Depth of Leads 76% 69% 57% 56% 52% 52% 48% 42% Depth of the Maximize volume Lead tracking Receiving ratings Self-managed ad Leads formatted Consultant- Guaranteed qualification of leads at all data and reports of leads from hot campaign for direct loading managed ad minimum profiles you stages of to cold into CRM systems campaign performance receive for each qualification lead % Extremely/Somewhat ImportantSource: Outsell’s Advertising Tracking Database © 2006 Outsell, Inc. All rights reserved. 14Base = 80 (M13, A)
  • For Healthcare Leads, Traditional Is Tops, for Now Effectiveness and Usage of Marketing Tactics for Lead Generation 84% to 94% Using Traditional Up to 71% Using 94% Online for Leads 90% 86% 84% 81% 79% 71% 70% 68% 66% 67% 64% 64% 65% 62% 60% 59% 51% 45% 44% 44% 40% 39% 33% ts rs . ktg en s . ina t ies ktg ite s en e ag s s ter sit m Ev er rie es eb or nt m m ap let ail cto eb co ct W gin ail de ws sp m ire W ire m g tra en E- ew ne td rin ed al ct int on ch in s/n so int re lin Pr Pr Di ar ati on Pr ag On Se m Sp m or int Inf Pr % Extremely/Somewhat Effective (Online) % Extremely/Somewhat Effective (Traditional) Percent UsingSource: Outsell’s Advertising Tracking Database, Revised March 2006 © 2006 Outsell, Inc. All rights reserved. 15Base = 77 (M12, H)
  • What are you doing to attract advertisers? © 2006 Outsell, Inc. All rights reserved. 16
  • Come By and Visit Us 330 Primrose Road, Suite 510 Burlingame, CA 94010 Tel: (650) 342-6060 Fax: (650) 342-7135 http://www.outsellinc.com © 2006 Outsell, Inc. All rights reserved. 17
  • Outsell Background Outsell is the leading research and advisory firm providing actionable market analytics for the information industry. Founded in 1994, Outsell helps publishers, commercial information providers, and content software technology vendors identify, maintain, and grow markets and revenue streams. Outsell also works with information management executives in top corporations, government agencies, and educational institutions to benchmark spending, optimize performance, and demonstrate best practices. Outsell invests heavily in unique information industry data assets that form the core of its high- quality, fact-based research, analysis, and recommendations for clients worldwide.Outsell, Inc. is the sole and exclusive owner of all copyrights in this report, including but not limited to the textual and graphic content and the organization, layout, anddisplay of the information and data contained herein. As a user of this report, you acknowledge that you are a licensee of Outsells copyrights and that Outsell, Inc.retains title to all Outsell copyrights in the report. You are not permitted to resell, distribute, disseminate, disclose, copy, or otherwise make use of the informationcontained in this report, except for use within your own work group within your company, unless your organization has obtained a content license fromOutsell. Wherever and whenever the document, or any portion thereof, is disseminated by your organization with the permission of Outsell, Inc., it must bear thefollowing in a prominent location: “© Outsell, Inc. All rights reserved.” To purchase multiple copies of and/or licensing rights for this report, please e-mail us atreports@outsellinc.com.Outsell, Inc.s information, analysis, opinion, and reports (the "Information") are based on qualitative and/or quantitative res earch methods and its staffs extensiveprofessional expertise in the industry. Outsell, Inc. has used its best efforts and judgment in the compilation and presentation of the Information and believes theInformation is accurate as of the date furnished, but the industry and the Information are subject to rapid change. Except as af oresaid, Outsell, Inc. makes no otherrepresentations or warranties, express or implied, concerning or relating to the Information. © 2006 Outsell, Inc. All rights reserved. 18