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BizReport : Advertising archives : February 29, 2012

Survey: SMBs to push more ad dollars to digital

Over the next year it won't just be the big brands who push into social, video and other online mediums. New data from BIA/Kelsey finds many small businesses have plans to push about one-quarter (26%) of ad budgets into digital media.

by Kristina Knight

Small businesses are making some smart moves early on in 2012. According to data from the new Local Commerce Monitor report from BIA/Kelsey about one-quarter of SMBs are looking to digital media to push their businesses to the next level. Online video, social networking and self-serve ad platforms are getting the most interest from small businesses, finds the report.

"The LCM data show SMBs love the easy-to-use tools, like YouTube, Facebook, Twitter and self-serve advertising," said Matt Booth, senior vice president and program director, Interactive Local Media, BIA/Kelsey. "Our analysis is that we are on the verge of a real revolution in marketing platforms that serve SMBs, in particular around digital presence."

Some interesting findings from the latest Local Commerce Monitor report include:

• 49% of SMBs report buying online advertising direct
• 52% report using social media to promote
• 22% report plans to have video content on YouTube within the next year

"SMBs continue to get more focused and precise about how they use and analyze their advertising and marketing budgets," said Steve Marshall, director of research, BIA/Kelsey. "We continue to see a powerful pattern in usage of digital/online media according to the age of the business. Younger businesses spend much more of their ad budgets on digital/online media than their older counterparts that spend more on traditional media."

The report will be presented in webinar format during the Interactive Local Media East Conference on Thursday, March 1, 2012 at 2PM ET. For more details visit here.

Tags: ad trends, BIA/Kelsey, online advertising, smb tools, SMB trends

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