tvb roll-up smb advertisers survey first half– 2011
Post on 19-Dec-2015
216 Views
Preview:
TRANSCRIPT
TVB ROLL-U
P
SMB A
DVERTISERS S
URVEY
FI R
ST
HA
L F– 2 0 1 1
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Background And Methods
• Research co-sponsored by TVB and Borrell Associates
• Surveys conducted between Nov. 2010 and July 2011
• Fielded more than 1,000 completed interviews
• Respondents solicited from stations’ current, past and potential client base
• Email respondent lists were compiled by participating stations
• Sample includes only businesses who actively pursue or have considered
pursuing some type of paid advertising and marketing
• Typical response rates were between 10% and 20%, with a 66% completion rate
• Respondents were offered the incentive of winning an iPad
Further information and details available at www.borrellassociates.com or by emailing gharmon@borrellassociates.com.
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Top 5 Take-Aways
For TV Clients & Prospects
1. High-growth may be imminent in digital budgets
2. Advertisers are under tremendous sales pressure
3. Website, social networks & email top online mktg. efforts
4. Social and mobile are key growth areas
5. Consultative sales approach hold big opportunity
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Significant Variation In Total Buys
3.2 4.0
4.5 4.7 4.7
4.3 5.1 5.1
6.3 7.1
6.6 7.2
5.2
- 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
Other Finance
Fitness
Restuarants
Retail
Health Care
Insurance
Auto Services
Real Estate Sales/Rent
Auto Sales
Banks & Credit Unions
Travel/ Tourism
Entertainment
ALL DATA
Selected Verticals – Mean Respondents Media Bought
Q 1. To begin, in how many different media outlets do you currently advertise?Respondents = 6,177
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
MEDIA BUY PATTERNS BY SAMPLE BASE
5
None of the above
Other (please specify)
Telemarketing
Cinema
Outdoor and Out of Home
Directories (Yellow Pages, etc.)
Other Locally Distributed Print Pubs
Cable TV
Direct Mail
Local Daily, Weekly, etc. Newspapers
Radio
Online/Digital
Broadcast TV
0% 10% 20% 30% 40% 50% 60% 70% 80%
1%
8%
7%
9%
44%
45%
47%
49%
51%
60%
67%
68%
70%
None of the above
Other (please specify)
Cinema Ads
Telemarketing
Broadcast TV
Cable TV
Outdoor and Out of Home
Radio
Directories (Yellow Pages, etc.)
Direct Mail
Other Locally Distributed Print Pubs
Online/Digital
Local Daily, Weekly, etc. Newspapers
0% 10%
20%
30%
40%
50%
60%
70%
80%
90%
3%
10%
4%
5%
18%
20%
22%
38%
43%
47%
48%
61%
77%
Print Sample TV Sample
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Strong Expectations for Online/Digital Spending
Q4. Compared to 2010, do you think your spending will grow, stay the same, or shrink in the following categories in 2011?TVB Q2 Respondents = 656
0%
10%
20%
30%
40%
50%
60%
70%
12%8%
2%
31%
25%21%
14%
8%
20%
62%
4%
13%
33%
41%
31%
43%
37%
47%
36%
10%
34%
24%
12% 12%
2010 to 2011 Ad Spending Change
Grow
Stay the Same
Growth Expectations Dramatically Higher For Online/Digital Spend (Q1/Q2-11)
Media Type Grow Stay the same Shrink Will Not Buy Diff: Grow/:Shrink
TV Data TV Data TV Data TV Data TV Data
Online/Digital 60% 25% 3% 8% 57%
Broadcast TV 31% 46% 10% 9% 21%
Cable TV 26% 38% 8% 20% 18%
Radio 22% 44% 16% 11% 6%
Direct Mail 21% 38% 13% 20% 9%
Outdoor and Out of Home 14% 37% 10% 29% 4%
Local Daily, etc,/Newspapers 12% 36% 32% 16% -20%
Other Locally Distributed Print Publication 8% 45% 19% 22% -11%
Cinema 8% 14% 3% 62% 5%
Telemarketing 4% 18% 2% 63% 3%
Directories (Yellow Pages, etc.) 3% 33% 32% 28% -29%
Other 14% 20% 2% 36% 11%
Q 4. Thinking of your total advertising budget, as compared with 2010 do you think your spending will grow, stay the same, or shrink in the following categories in 2011:
Max TVB Respondents = 585 Source: © Borrell Associates, Inc. SMB Survey TV B Q1-Q2 2011
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Local Online Media By Wave
Local Online MediaAll Data
Response Percent
Print Q4 2010 Print Q1 2011 Shift ALL TV
TV - Broadcast station Web site 8% 8% 9% 1% 50%
Internet sites (Non-major media) 40% 35% 42% 6% 41%
Radio station Web site 13% 12% 14% 2% 27%
Local daily newspaper Web site 32% 29% 33% 5% 27%
Yellow Pages (YP.com) Web site 18% 17% 19% 1% 21%
TV - Cable TV Web site 7% 5% 8% 3% 21%
Local Business Directory online listings16% 14% 17% 3% 15%
City or lifestyle magazine Web site 11% 8% 12% 4% 11%
Local weekly/non-daily community newspaper Web site13% 10% 15% 6% 10%
Will not place any banner or online display ads or listings with LOCAL AREA MEDIA
28% 36% 24% -11% 17%
Other (please specify) 7% 5% 8% 3% 9%
answered question8261 3002 5259 691
Q 6. In which of the following local area online media do you expect to advertise in 2011 through paid banner, sponsorships, or other display or listing advertising?
PRINT Respondents = 8,261/ TVB Respondents = 691
ONLINE MARKETING BY MEDIA SOURCE (Q2 DATA ONLY)
9
Print TV TV : Print Difference
Maintain a Web site 87% 90% 3%Use Social Networks .. to promote your business /services 64% 72% 8%
Email marketing/promotion 44% 53% 9%Place ads directly with Facebook 27% 35% 8%Write a blog focused on your business or services 24% 31% 7%Online Video 24% 38% 14%Mobile device advertising 22% 33% 11%Online coupons 22% 25% 4%Sell goods over the Internet 20% 23% 3%
Banner/ROS/Display 19% 38% 19%Paid Search/Keywords (AdWords) 19% 35% 16%
Digital "Deal of the Day" programs like Groupon 13% 15% 2%
Craigslist offerings of current inventory 12% 13% 1%“Virtual coupons” for mobile devices 10% 14% 5%Other online listings as classifieds 10% 9% -1%Postings on local/national sites like Yelp 10% 13% 4%Geo-, behavioral, or other Targeted Display 9% 25% 16%Ebay offerings of current inventory 5% 7% 2%None of the above 5% 3% -2%Other (please specify) 1% 2% 0%
Mobile & Social Gain Interest
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
21%
29%
7%
41%38%
31%
6%
27%
34%
47%
13%
28%
18%
Changes in Online Advertising Spending for 2011
IncreaseStay the SameDecrease
Q 26. Thinking about your company's investments in ONLINE advertising and marketing, what changes do you expect in your spending for 2011? TVB Q2 Respondents = 410
Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Importance of Factors in Deciding Where and How to Purchase Online Ads
Metri
cs deliv
ered
CPM/P
rice
Audience deliv
ered at
site/n
etwork
Availa
bility o
f behav
ioral, g
eo-, or o
ther t
argeting
Ad trac
king d
ata
Contextu
al disp
lay
Expecte
d ROI
Delivery
of a new au
dience0%
10%
20%
30%
40%
50%
60%
70%59% 61% 60%
46%
57%
31%
59%
51%
Importance of Deciding Where and How to Purchase Online Ads
Very importantSomewhat importantNot very importantNot at all important
Q 23. How important are the following factors in deciding where and how to purchase online advertising: TVB Q2 Respondents = 365
Clients Are Under Tremendous Sales Pressure
2%
6%
3%
2%
4%
6%
15%
22%
39%
3%
0% 10% 20% 30% 40% 50%
Don't know /Not sure
50 or more
30 to 49
25 to 29
20 to 24
15 to 19
10 to 14
5 to 9
1 to 4
None
Spoken with
Q7. In an average month, how many total attempts do you think are made to speak with or reach you about any advertising opportunity of any sort? TVB Respondents = 662Q8. In an average month, with how many advertising sales people do you speak, in person or on the phone, among these in-coming efforts? TVB Respondents = 678
Sales approaches per month 25
Newspaper
30TVB
Sales pitches taken per month 7
Newspaper
11TVB
Source: © Borrell Associates, Inc. SMB Survey TVB Q2 2011
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Info Sources Used to Find Out About New Ad & Marketing Opportunities
Friends a
nd family
Business
associa
tes
Loca
l busin
ess orga
nizations
Ad agencie
s
Newspap
er sale
s repre
sentati
ves
Other p
rint m
edia sal
es repre
sentati
ves
TV sa
les repre
sentati
ves
Radio sa
les repre
sentati
ves
Online/T
echnology
compan
y sale
s repre
sentati
ves
Other t
ype of sa
les orga
nization re
prese
ntative
s
Vendors
Corporat
e Train
ing
Trade Asso
ciations
Conventions/C
onference
s
Customers
and cl
ients
None of above
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
30%
73%
33%
23%
34%
22%
58%
46%
28%
9%
30%
10%
22%26%
40%
4% 6%
Types of Information Used to Find out About New Ad/Marketing Opportunities
Q 9. Which of these types of information sources do you use to find out about new advertising and marketing opportunities? TVB Q2 Respondents = 488
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
How Do Most New Customers Hear About You
Q 30. Which of the following sources best provide you with new customers? That is, how do people most often hear about your services and products who have not shopped with you or visited your business before?
[Select all that apply.] TV Respondents = 427
Company W
eb Site
Direct
mark
eting
Events
Industry o
rganiza
tions
Outdoor/B
illboard
Print n
ewspap
er ads
Other p
rint m
edia ad
s
Professi
onal re
ferrals
Radio ad
s
Referrals f
rom fri
ends and fa
mily
Referrals f
rom oth
er custo
mers
Online Ads
Socia
l media
TV ad
s
Yellow Pag
esOth
er0%
10%
20%
30%
40%
50%
60%
70%60%
25%20%
34%
15%20%
24%
11%
31%37%
48%
61%
13%
26%
46%
14%8%
The Opportunity Exists for Reps to “Act as Agency”
9%
2%
5%
14%
46%
25%
0% 50%
Don't know
No TV Rep
Not at all confident
Not very confident
Somewhat confident
Very confident
All TV Confidence as Agency
Q 10. How confident would you be in advice your TV representative might be able to offer on opportunities to place advertising in other media, including online, as part of a package that TV rep was selling to you?
Print N Q2 = 1,326/TVB Respondents = 665
Source: © Borrell Associates, Inc. SMB Survey TVB First Half Q1 – Q2 2011
9%
5%
5%
15%
47%
19%
0% 50%
Don't know
No TV Rep
Not at all confident
Not very confident
Somewhat confident
Very confident
All PRINT Confidence as Agency
More “Listening” Could Be Done
2%
2%
15%
54%
28%
0% 20% 40% 60%
Don’t know
No effort at all
Not very much effort
Some effort
A great deal of effort
ALL TVListening Efforts as Consultants
Q 11. In general, how much effort do you think advertising sales people put into listening to you and understanding your particular business needs?Print Q2 N = 1,322 / TVB Q2 Respondents = 483
Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011
5%
2%
19%
52%
22%
0% 20% 40% 60%
Don’t know
No effort at all
Not very much effort
Some effort
A great deal of effort
Q2 PrintListening Efforts as Consultants
Social Network Adoption
26%43%43%
51%50%
62%65%
76%73%
75%74%
83%64%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Finance/OtherAuto Services/Other
Banks & Credit UnionsInsurance
Health Care / ALLReal Estate Sales/Rent
Retail / ALLRestuarants
Auto SalesRecreation
Travel/ TourismEntertainment
ALL DATA
Selected Verticals – Have SN Site or Page
Does your company maintain a Social Network site or page? PRINT Respondents = 4,979
Source: © Borrell Associates, Inc. SMB Survey Print Surveys Q1 2011
Mobile Advances Rapidly Following on the Social Network Growth
But relatively few — overall, one in five— have acted, as yet…
Q 18. Has your company been pitched by any advertisers to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? TVB Q2 Respondents = 471
Q 20.Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months? TVB Q2 Respondents = 468
Source: © Borrell Associates, Inc. SMB Survey TVB Q2 2011
Yes
No
Don't know
61%
33%
6%
Has your company been pitched by an advertiser to conduct mobile based campaigns?
Yes No Don't know
23%
74%
3%
Have you conducted any advertising or marketing campaigns us-ing mobile in the past year
Inaction May Be Caused By Concerns About Using Mobile Effectively
4%
22%
31%
34%
10%
0% 10% 20% 30% 40%
Don't know
Not at all familiar
Not very familiar
Somewhat familiar
Very familiar
TV Sample Familiarity with Mobile Options
Q 19. How familiar are you with the alternatives available in how you might advertise or market your business using mobile devices (Smartphones, iPads, etc.)?
Print Q2 N = 1,287 / TVB Respondents = 470
Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011
5%
21%
26%
27%
12%
0% 10% 20% 30%
Don't know
Not at all familiar
Not very familiar
Somewhat familiar
Very familiar
Q 2 Print Sample Familiarity with Mobile Options
Action Is Likely To Take Place Sooner Rather Than Later
9%
19%
30%
28%
19%
0% 5% 10% 15% 20% 25% 30% 35%
Don't know
Not at all likely
Not very likely
Somewhat likely
Very likely
2 0
How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers in 2011?
Q 2 Print N = 1,286 / TVB Respondents = 468
TV ALLLikelihood of Mobile Usage
Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011
12%
19%
32%
25%
13%
0% 5% 10% 15% 20% 25% 30% 35%
Don't know
Not at all likely
Not very likely
Somewhat likely
Very likely
Q2 PrintLikelihood of Mobile Usage
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
Type of Business
Question # 38
Independent Franchise Larger Corp Other0%
10%
20%
30%
40%
50%
60%
70%65.9%
9.6%
15.4%
9.1%
Business Type
Source: © Borrell Associates, Inc. SMB Survey Source: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011
QUESTIONS?
Contact:
Greg Harmon
Senior Research Analyst
Borrell Associates, Inc
gharmon@borrellassociates.com
415-566-4348
THANK YOU!
info@borrellassociates.com1-757-221-6641
www.borrellassociates.com
top related