Borrell Study: Local Advertisers Expend $501.4 Billion on Digital Marketing

Where do advertisers put their money these days?

As it turns out, advertisers are loco for local.

“Local advertisers are spending plenty on digital advertising campaigns, yet it’s only a fraction of what they spend on digital marketing services, which includes things like web hosting and online, mobile, and social media management,” according to a post at MediaLifeMagazine.

According to a just released report from Borrell Associates, small- and medium-sized businesses are expected to spend $95.4 billion on digital advertising this year, or less than a fifth of the $501.4 billion they’re expected to spend on digital marketing services.

They’ll spend another $133.9 billion this year — on digital promotions, including marketing like contests, giveaways, special deals, and coupons.

Altogether, local advertisers represent a $730 billion digital marketplace.

“Put another way, digital marketing services will account for 68.6 percent of digital expenditures among small and medium-sized businesses this year, compared to just 18.3 percent for digital promotions and 13.1 percent for digital advertising,” MediaLifeMagazine explains. “Within that large digital marketing services area, more than half, $270.58 billion (54.0 percent), will be spent on web presence, with $66.87 billion spent on digital ad production, $59.28 billion on digital marketing support, $53.61 billion on online public relations and $51.01 billion on digital consulting research.”


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