We've recently released results from our Annual Ad Spending Study, which provides a new and unprecedented view of the advertising market. Based on interviews with over 1,200 advertisers who together control $2.4 billion in ad budget, the study is the first to analyze differences across advertisers and cover all of the markets they target — B2B, B2C, and healthcare. Companies can find answers about never-before-tracked areas, such as:
- Budget allocation, growth rates, and trade-offs across all types of advertising, including print, TV/radio, online, and events.
- Advertisers' views about the effectiveness of Google versus Yahoo! and Microsoft's MSN.
- Performance of keyword ads versus contextual and behavioral ads.
- Why advertisers choose one channel over another.
One major finding of the study is that 80 percent of advertisers now use the online channel, higher than previously reported. Outsell, in fact, projects more than 90 percent adoption by 2008.
Further details are available in the report, Annual Ad Spending Study: Where and Why Advertisers Are Moving Online, available as a free download.
See our press release.
See further coverage of Outsell's study in the Boston Globe.