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Small Businesses Nearly Double Online Advertising Spend
New research from WebVisible has revealed that small and medium businesses (SMB) have increased their online advertising spend by 91 per cent this year as limited marketing budgets were allocated to a dependable resource.
In the third quarter alone, search marketing spend increased by 93 per cent, spending an average of $1,658 (£1,000) on search and increasing the average number of keywords in their marketing campaign to 55.
SMBs have also chosen to reject advertising in Google, as Microsoft’s Bing gained nearly 3 percentage points in the last quarter to Google’s detriment. Bing delivered the best clickthrough rates for online advertising, a contributing factor to the search engine’s growing momentum.
Video advertising made a significant impact on sale conversions and helped retain users on the website according to WebVisible. Last quarter nearly 17 per cent of online audiences watched a video on a website after they had clicked on a search advert they had seen online.
The Internet Advertising Bureau reported last week that some 28 billion videos were viewed in October in the US, a record number for a single month’s viewing. Unsurprisingly, Google sites accounted for the vast majority of videos viewed, with 10.5 billion videos watched on its websites.
Digital monitor comScore ranked BrightRoll as the top video advertising network online, with a 16.5 per cent penetration of market views. Online advertising for video is now “firmly on the map” according to comScore’s report as video takes a greater prominence online.
Advertising from SMBs is also set to continue with sustained growth, as WebVisible reported that 45 per cent of SMB owners had plans to increase their online advertising budgets next year.
Online Advertising news posted by Frank Hudson on 01 December 2009
