Survey sees shift in media buying

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Small and mid-sized businesses increasingly are shifting their advertising budgets to digital and online media, according to a survey by Chantilly-based BIA/Kelsey

The media adviser’s Local Commerce Monitor, a tracking survey conducted with research partner ConStat, found that small and mid-sized companies allocated 37 percent of their total ad and promotional budget to digital/online media in the last 12 months. On average, these companies plan to increase their digital/online spending during the next 12 months to 40 percent of their total ad budgets.

Steve Marshall, director of research at BIA/Kelsey, said the survey indicates small and mid-sized companies are becoming smarter in their use of online and digital media. “They’re focused on strengthening and enhancing their digital presence, engaging customers with social media and empirically measuring the performance of their online advertising initiatives,” he said in a statement.

The study found 53 percent of respondents reported using some form of social media to advertise.

In addition, 50 percent said they analyze the performance of their advertising, including measuring cost effectiveness.

Of respondents with an online presence:

•      69 percent report they update their online presence at least once a month.

•      27 percent pay for regular assistance in updating their online presence.

•      25 percent report using an Internet service or program to help monitor or manage customer ratings, reviews or comments about their businesses.

The Local Commerce Monitor was conducted in November through an online survey of companies.


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