Marketing Trends, Thoughts and Opinions
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B2B Media Slips; Online Ad Revenue, Email & Video Grows

B2B Media Slips; Online Ad Revenue, Email & Video Grows

By Jess Maxwell, Associate Marketing Specialst

B2B Media Slips

According to PricewaterhouseCooper’s Global  Entertainment and Media Outlook 2013-2017, the B2B marketplace for media, business, and trade shows increased 2.2% over the previous year and was worth $77.19 billion in the US last year. There was a slip in the B2B magazine sector, which went down 3.7% last year; that includes print and online advertising circulation revenues. The two categories that did well were trade shows and business information. PwC forecasted that the B2B market will rise 2.1% in 2013. None of these results were very surprising. Print has been slipping for a while and many businesses are paying a lot more attention to data than they have in years past.

Online Ad Revenues

The IAB and PricewaterhouseCoopers revealed their latest quarterly revenue figures and reported that online ad revenues grew by 15.8% year-over-year in Q1. The numbers increased from $8.3 billion to $9.6 billion. Online ad spend is expected to grow by 11.5% this year, which will be slower growth than we’ve seen in the past 3 years.

Email Volume Grows

Experians’s Q1 Email Benchmark Study came out last week, and in it, they revealed that email volume increased by 11.6% year-over-year in Q1. The most rapid increase came from multi-channel retailers who increased their email volume by 20.2%. The next highest growth came from travel brands. Here are a few great stats from the report:

  • Unique open rate improved from 15.5% to 17%
  • Click-to-open rate dropped from 16.3% to 14.7%
  • Revenue per email was steady
  • Unsubscribe rates improved

Online Video Gets More of the Budget

Budgets are getting shifted away from traditional forms of advertising to newer forms of online advertising. In a study from Be On, 78% of those surveyed said that online video offers greater engagement and scale opportunities than television. The majority also agreed that online video spend had increased over the past year and that they budget is coming from television and display ad budgets. This does not come as a surprise at all. Online video seems like it’s all that marketers are talking about lately and everyone wants to get involved. With less and less time being spent watching commercials because of TiVo and Netflix (among others), the best place for that budget to go is to online video so that marketers can make sure that they’re getting their message out to their target market.

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