On May 5th, I’ll be speaking at ABM’s 2014 Annual Conference in Phoenix, Arizona. I’m very excited to report on some insightful research we’ve done surrounding E-mail newsletter advertising, which is a quickly growing and vital piece of the advertising mix for b-to-b publishers and advertisers.
I also presented at the Annual Conference last April in Amelia Island, Florida. In that session, I took a deep dive into the construction advertising market to illustrate examples of market trends that we we’re seeing across the entire b-to-b landscape.
A few notable points:
- While print ad pages are declining in many categories, there are still many brands that are increasing their investment in print advertising. Ad pages in construction titles were down 16% in Q1 2013, yet 15% of advertisers in those titles increased the number of ad pages they placed.
- The print and online markets are discrete sets of advertisers in many b-to-b categories. The percentage of brands buying integrated programs is very small.
- Only a small percentage of online advertisers in b-to-b buy direct from the publisher. In Q1 2013 in the construction market, only about 8% of online advertisers bought direct. There is a huge opportunity for publishers to increase business by selling directly to endemic advertisers in their market.
While the market is always changing – for example, online video and e-mail advertising have become more – the trends I reported on at the 2013 ABM Annual Conference are still relevant in today’s landscape.
Take a look at the presentation below: