All size businesses direct almost two-thirds of their marketing dollars into activating local media ad platforms and the remainder into promotions. For businesses with 500 or more employees, this spending averages $4.48 million for advertising and $2.18 million on promotions.…
Small businesses are diverse and in our Local Commerce Monitor™ (LCM) survey of small businesses we look at segments like the smallest of small businesses in terms of their advertising buying power. The smallest of small businesses we call “Core SMBs,” as they spend…
Half of higher spending small and medium-sized businesses (SMBs) plan to maintain their current ad spend in 2018, according to the new wave of BIA/Kelsey’s Local Commerce Monitor™ (LCM). Another 45% plan to increase their spend, while 4% plan to decrease spend.…
Small businesses in our Local Commerce Monitor™ survey of small businesses (Q3/2016) were split in their digital advertising implementation preferences. Of the small businesses in the full sample of the survey, 48.2% preferred a “Do It Myself” (DIY) model for digital advertising,…
Entertainment small businesses lead the way in committing more ad dollars to their digital marketing, more than any other vertical, Small businesses in the entertainment* vertical are allocating nearly half of their advertising budget to digital advertising, according to data…
Core small businesses, those who spend less than $25,000 annually on advertising and promotion, had an average advertising budget of $5,504 in 2016, according to our Local Commerce Monitor™ survey of small businesses (Q3/2016). LCM dives into their spending, looking at how they allocate…
Larger SMBs, those spending more than $25,000 annually on advertising and promotion, are known as Plus Spenders in BIA/Kelsey’s Local Commerce Monitor™ (LCM) survey of small and medium businesses. These Plus Spenders spend an average $75,169 annually for advertising and promotion. As you can…
38.6% of the advertising budgets of SMBs that prefer "Do It With Me" or "Do It For Me" (DIWM/DIFM) models for digital advertising went toward digital media in the past 12 months. This is up from our previous year (32.2%) and…
Social Media is the top marketing channel for SMBs once again, according to Wave 19 of Local Commerce Monitor (LCM), our survey of small and medium businesses. 73.2% of SMBs in the full sample reported that they use social media…
SMBs are putting a bigger share of their advertising budget towards digital media, according to BIA/Kelsey's Local Commerce Monitor (LCM)™, Wave 19, survey of small-and-medium businesses. When looking at the data by vertical category (Professional Services, Home/Trade Services, Retail, Entertainment, and Technology) SMBs…
SMBs are a diverse group, ranging from one person operations with almost no advertising budget to those with 99 employees and tens of thousands of dollars to spend on advertising. In our ongoing Local Commerce Monitor survey, when we look at…
SMBs that use mobile* for advertising and promotion (Mobile SMBs) outspend those that don't, according to a new report from Local Commerce Monitor, Wave 19, BIA/Kelsey’s survey of small and medium sized businesses. We looked at the average annual spend by…
SMBs that use mobile* for advertising and promotion (Mobile SMBs) spent 42.5% of their advertising budget on digital media in the past 12 months and plan to spend 44.8% on digital in the next 12 months, according to BIA/Kelsey's Local…
SMBs who advertise on TV/Cable have a unique profile. In our current Local Commerce Monitor survey of SMBs (Q3/2015), we find that not only are Cable/TV SMBs larger in size (average of 31 full time employees), the average TV/Cable SMB is in…
SMBs use various factors to determine ad spend - profitability being key to how much they spend. With so many choices, the next deciding factor is based on how well the advertising meets the exposure to customers and level of engagement…
The average annual advertising spend by Core* SMBs has been eroding slightly over the past few years. BIA/Kelsey's attributes the drop to two main causes: increased use of digital media and increased use of social media. At the same time, the…
In Wave 19 (2015) of Local Commerce Monitor (LCM), our survey of small and medium businesses, 73.2% of SMBs in the full sample reported that they use social media to promote their businesses. "SMBs are becoming more sophisticated in how…
Plus Spenders* spending has remained fairly consistent according to Steve Marshall, BIA/Kelsey's Director of Research. Some of the reasons for this lack of growth were explored by Steve Marshall in a webinar previewing LCM, Wave 19. Steve believes that these SMBs…
Ad spending is dropping for Core* SMBs according to BIA/Kelsey's Local Commerce Monitor™ (LCM) survey. BIA/Kelsey research director, Steve Marshall attributes the drop to two main causes: Increased use of digital media Increased use of social media Though we've tracked steady growth in SMB digital…
According to BIA/Kelsey's Local Commerce Monitor (LCM) Wave 18, the average annual spend on advertising and promotion for SMBs in the financial services vertical* was $31,012. This is the second highest of the verticals covered in the survey. Financial Services SMBs…