MediaPost: SMBs Up Ad Budgets For Digital Media, by Gavin O’Malley

Posted by IAB Australia On February 28, 2012 Research & Resources

By Gavin O’Malley, Feb 28, 2012

Showing power in numbers, small and medium-sized businesses (SMBs) continue to increase their share of digital advertising.

Over the next 12 months, SMBs plan to allocate 26% of their budgets to digital and online media, according to Local Commerce Monitor, BIA/Kelsey’s 15-year tracking study of SMB advertising spending, media usage, Web presence and sales channels.

As a whole, SMBs are particularly interested in self-serve advertising and promotional tools, including video, social media and search engine marketing.

“SMBs love the easy-to-use tools, like YouTube, Facebook, Twitter and self-serve advertising,” according to Matt Booth, SVP and program director of Interactive Local Media at BIA/Kelsey. “We are on the verge of a real revolution in marketing platforms that serve SMBs, in particular around digital presence.”

According to LCM Wave 15, nearly half of respondents — 49% — reported that they purchase online advertising, including SEM products, directly from a Web site — either with or without live operator assistance.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.