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© 2006 Outsell, Inc. All rights reserved. 1
© 2006 Outsell, Inc. All rights reserved. 2
Outsell Ad Spending Study: Where and Why Advertisers Move Online
SSP 28th Annual Meeting
June 9, 2006
Bette S. Brunelle VP and Lead AnalystOutsell, Inc.
© 2006 Outsell, Inc. All rights reserved. 3
And what are you doing to attract them?
© 2006 Outsell, Inc. All rights reserved. 4
About This Study
§ Outsell’s annual Ad Spending Study focuses on never-before-tracked areas such as advertisers’ views about Google vs. Yahoo! and Microsoft; performance of keyword ads vs. contextual and behavioral ads; adoption rates/penetration of online advertising; budget allocation, growth rates, and trade-offs across all types of advertising; and the purpose and media-type of ads.
§ The study is based on a survey Outsell fielded to 1,200 advertisers in November 2005, all responsible for ad spending or specifying ad budgets, controlling an estimated $2.4 billion in advertising. Confidence level is 95% +/- 3%.
§ This is the only study to analyze differences across advertisers and the markets they target: B2B, B2C, and Healthcare.
© 2006 Outsell, Inc. All rights reserved. 5
3%
4%
9%
38%
46%Business
Consumers
Healthcare Institutionsor Practitioners
Government
Education
Source: Outsell’s Advertising Tracking DatabaseBase = 924 (Q5a, A)
Who Advertisers TargetPrimary Market Sectors Targeted
© 2006 Outsell, Inc. All rights reserved. 6
Industries of the Advertisers Surveyed
1%1%
1%
4%
4%
5%
9%
11%
12%
13%
19%
20%Healthcare
Business Services
Manufacturing
Other Services
High Tech
Biotech/Pharma/Chemical/Food
Financial Services
Travel
Education
Legal Services
Government
Other
(By Segment)
Source: Outsell’s Advertising Tracking DatabaseBase = 1,214 (Q5, A)
© 2006 Outsell, Inc. All rights reserved. 7
16%18%
19%
29% 29%
3%
23% 23%
6%
32%31%
2%
Online Media Print Media Events TV, Radio & Other Media
2005 Share of Budget 2006 Share of Budget Spending Growth Rate
Source: Outsell’s Advertising Tracking DatabaseBase = 625 (M3, A)
Allocation of Total Marketing Budget – Spending % by Media Type
Online Spend Growth Outpaces Print
© 2006 Outsell, Inc. All rights reserved. 8
24%
2%
23%
2%
20%
3%
15%
6%
10%
2%
4%
9%
4%
6%
GeneralMagazines &Newspapers
Direct MailMktg.
TradeMagazines
Other PrintMedia
Custom PrintPubs.
Directories Newsletters
2006 Spending Growth Rate
Source: Outsell’s Advertising Tracking DatabaseBase = 436 (M4, A)
Puny Growth in All Major Print Categories; Targeted Pubs Have Edge
3.3% Total Print Spending Growth
Spending % by Print Type and Spending Growth Rate
© 2006 Outsell, Inc. All rights reserved. 9
9%10%
24%21% 21%
8%
42% 43%
8%
29%26%
-3%
Online Media Print Media Events TV, Radio & Other Media
2005 Share of Budget 2006 Share of Budget Spending Growth Rate
Source: Outsell’s Advertising Tracking DatabaseBase = 80 (M3, A)
Healthcare Online Spend Outpaces Other MarketsHC Allocation of Total Marketing Budget – Spending % by Media Type
© 2006 Outsell, Inc. All rights reserved. 10
37%
11%13%
30%
10%
42%
9%
66%
8%
29%
8%
41%
7%
44%
4%7%
3%
-30%
1%
188%
1%
-36%
Company'sOwn Site
OtherOnlineMedia
SponsoringContent
SearchEngines
Trade WebSite
E-mailMktg.
Webinars Gen. Bus.Site
OnlineDirectories
WeblogMktg.
WirelessMktg.
2006 Spending Growth Rate
Source: Outsell’s Advertising Tracking DatabaseBase = 80 (M5, A)
23.5% Total Online Spending Growth
Healthcare Search Engine Growth Sizzles
© 2006 Outsell, Inc. All rights reserved. 11
24%
29%
6%
21%
7%
21%
2%
12%15%
11% 11%
4%
22%
2%
42%
OnlineGrowth
TradeMagazines
Direct MailMktg.
Other PrintMedia
Custom PrintPubs.
GeneralMagazines &Newspapers
Newsletters Directories
2006 Spending Growth Rate
Source: Outsell’s Advertising Tracking DatabaseBase = 80 (M4, A)
8.1% Total Print Spending Growth
Healthcare Print Relatively Healthy
© 2006 Outsell, Inc. All rights reserved. 12
67%
52%
37% 38%43%
35%29%
38%
51%46%
51%
46%
61%56% 56%
48%
Google Yahoo! MSN Other SearchEngines
Google Yahoo! Other Behavioral Ads
% Extremely/Somewhat Effective Percent Using
Source: Outsell’s Advertising Tracking DatabaseBases = 80 (M10, A)
Search Keyword Contextual Placement
Healthcare Advertisers Value Keyword Ads
© 2006 Outsell, Inc. All rights reserved. 13
24%
42%
9%
31%
10%
28%
3%
Online Growth Conferences Exhibitions Other Events
2006 Spending Growth Rate
Source: Outsell’s Advertising Tracking DatabaseBase = 80 (M6, A)
7.6% Total Event Spending Growth
Healthcare Conferences Lead StrongEvent Spending
© 2006 Outsell, Inc. All rights reserved. 14Source: Outsell’s Advertising Tracking DatabaseBase = 80 (M13, A)
76%
69%
57% 56%
52% 52%48%
42%
Depth of thequalificationprofiles you
receive for eachlead
Maximize volumeof leads at all
stages ofqualification
Lead trackingdata and reports
Receiving ratingsof leads from hot
to cold
Self-managed adcampaign
Leads formattedfor direct loadinginto CRM systems
Consultant-managed ad
campaign
Guaranteedminimum
performance
% Extremely/Somewhat Important
Healthcare Advertisers Driven by Depth of Leads
© 2006 Outsell, Inc. All rights reserved. 15
33%39%40%
44%44%45%51%
59%62%
67%
79%
86%
94%
84%90%
64% 64%
81%
70%
60%65%
68% 66%71%
Even
ts
Direct
mail mktg
.
trade
mag
s
mktg.
Webina
rs
Spon
sorin
g con
tent
mags/n
ewsp
apers
newsle
tters
Online d
irecto
ries
Inform
ation
al Web
site
Searc
h eng
ine sit
e
direc
tories
% Extremely/Somewhat Effective (Traditional) Percent Using
Source: Outsell’s Advertising Tracking Database, Revised March 2006Base = 77 (M12, H)
For Healthcare Leads, Traditional Is Tops, for NowEffectiveness and Usage of Marketing Tactics for Lead Generation
% Extremely/Somewhat Effective (Online)
84% to 94% Using Traditional Up to 71% Using
Online for Leads
© 2006 Outsell, Inc. All rights reserved. 16
What are you doing to attract advertisers?
© 2006 Outsell, Inc. All rights reserved. 17
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Burlingame, CA 94010
Tel: (650) 342-6060
Fax: (650) 342-7135
http://www.outsellinc.com
Come By and Visit Us
© 2006 Outsell, Inc. All rights reserved. 18
Outsell BackgroundOutsell is the leading research and advisory firm providing actionable market analytics for the information industry. Founded in 1994, Outsell helps publishers, commercial information providers, and content software technology vendors identify, maintain, and grow markets and revenue streams. Outsell also works with information management executives in top corporations, government agencies, and educational institutions to benchmark spending, optimize performance, and demonstrate best practices. Outsell invests heavily in unique information industry data assets that form the core of its high-quality, fact-based research, analysis, and recommendations for clients worldwide.
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