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Ongoing Study of SMB Advertiser Spending and Behavior

Since 1999, BIA/Kelsey, in conjunction with research partner ConStat, has surveyed nearly 4,000 small and medium-sized businesses (SMBs). The survey measures where SMBs are spending their advertising and promotional budgets and how their media usage and spending habits are evolving. Local Commerce Monitor draws its sample of business respondents from a mix of nationally scoped MSAs, which include first- and second-tier markets. This is the only ongoing research study designed to help understand how SMBs are using media and adapting new technologies.

DATE PUBLICLY RELEASED FINDINGS
November 22, 2011 Local Businesses Expected to Use Digital Tools to Lure Shoppers on Black Friday, Small Business Saturday and Cyber Monday
November 1, 2011 U.K. Small Businesses Allocate Nearly One-Third of Marketing Budget to Online Media
August 30, 2011 Digital Advertising, Performance and Retention Solutions Will Be 70% of SMB Marketing Budgets by 2015
February 10, 2010 Nearly Two-Thirds of SMB Advertisers Express Willingness to Buy Online Vertical Advertising
August 20, 2009 Penetration of Online Media Surpasses Traditional Media for First Time Among Small-Business Advertisers, According to BIA’s The Kelsey Group

LCM: SMB Plus Spenders

An extension of BIA/Kelsey's Local Commerce Monitor, LCM: SMB Plus Spenders surveys a higher-spending bracket of SMBs - those spending a minimum of $25,000 annually on media advertising and promotion. This study is designed to help companies in the local, social and geo media space, who are seeking to better understand the behaviors and needs of higher-spending SMBs

DATE PUBLICLY RELEASED FINDINGS
August 24, 2010 Higher-Spending SMB Advertisers Use Diverse Media Mix, Employing More Than Six Different Media on Average

 
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Steve Marshall

Steve Marshall | Bio
Director of Research and Consulting

"SMB Plus Spenders are more performance-oriented in making their media purchase decisions and do a considerable amount of lead tracking. This group of SMBs, with its digital media savvy and use of more media categories, represents the sweet spot for many companies developing and delivering local advertising solutions." —Steve Marshall, on findings from LCM: SMB Plus Spenders Wave I

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