2013 smb ad spending preview
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LOCAL SMB A
DVERTISER –
2013 AD S
PENDING P
REVIEW
J AN
UA
RY
2 0 1 3
© Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
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
Methodology
Borrell has been polling local advertisers year-round with the same basic questions since 2010. We occasionally add or delete certain questions to keep the information current and relevant. We have conducted tens of thousands 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 interviews conducted between Dec. 10, 2012, and Jan. 3, 2013.
We conduct our surveys principally through media partners who solicit responses from their advertising clients and prospective clients. Invitations are sent directly by the media participants on behalf of Borrell Associates. All interviews are conducted via online survey forms. Media partners participating in this round included local radio stations, 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 compile summaries and award an iPad quarterly.
Response rates for this round were 10% to 20%, with a 57% of respondents completing the full set of 46 questions. 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
Most SMBs plan to spend the same this year
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
20%
54%
16%
11%
Plan to spend more Plan to spend same Plan to spend less Don't know
2013 Ad-Spending Expectations
© Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
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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
Online grows; newspapers & radio may stabilize
38%
25%
18%
11% 10%8%
7% 6% 6%4%
3%
38%
28%
33%
49%
35%
49%
28%
26% 26%
23%21%
3% 2%
6%
14%
8%
12%
5% 5% 4%2% 3%
Increase
Same
Decrease
© Borrell Associates, Inc. SMB Survey Wave 10, Q4 2012
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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
SMBs favor newspapers and online media
64% 62%
54%
45%
36% 34%
29%
19%17%
13%
5% 3%
24%
Media Advertising Purchased
Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
Facebook is top choice for 2013 online spending
Q11. On which types of online advertising do you expect to spend money in 2013?N = 1,028
42%
5%
8%
9%
10%
13%
16%
25%
28%
No plans to spend on online advertising
Other online advertising and marketing
Video in online ads
Display ads with audio
Streaming video ads
Geo-, behavioral, or other targeted display
Sponsorships
Run-of-Site banner advertising
Place ads directly with Facebook
Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
45%
58%
64%67%
79%
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
Steady growth in use of Social Networks
Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
Yes 58%
No 43%
Don't know 10%
Pitched Mobile
Yes 24%No 79%
Don't know 3%
Conducted Mobile
Q 17. Has your company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile
elements in the past 12 months? N = 554
Q. 20. Have you conducted any advertising or marketing campaigns using mobile in the past 12 months? N = 944
9
Mobile is being pitched, but only ¼ are buying
Source: © Borrell Associates, Inc. SMB Survey Wave 10, Q3-4 2012
9%
28%30%
23%
12%
Very likely Somewhat likely
Not very likely
Not at all likely
Don’t know/Not
sure
Likely Use - If Not Used
Q 19. How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers in 2013?
Used Mobile N = 24510
45%
38%
7% 6% 6%
Very likely Somewhat likely
Not very likely
Not at all likely
Don’t know/Not
sure
Likely Use - If Already Used
Q 22. How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers in 2013?
Not Used Mobile N = 757
Once they use mobile, they might be hooked
We’d love to see you
at our conference!
Details at www.borrellassociates.com
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