How are small and medium-sized businesses spending their ad dollars this year?

Published on
January 29, 2018
Contributors
Dana Bojcic
support@vicimediainc.com

Dana Bojcic (how do you pronounce that? Boy-chich) is a Senior Partner with Vici and Google Analytics Certified. Dana is an experienced trainer and coach of salespeople and managers. Her background includes working for advertising agencies and as a certified Talent Analyst.

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Looking at total ad spend alone; the short answer is “similar to last year.” However, when broken down product by product, we learn that even though half of Small and Medium Businesses are not increasing their overall ad dollars by much, they are adjusting how they are allocating those ad dollars, and more money is moving to digital media

According to BIA/Kelsey’s Local Commerce Monitor (LCM),half of higher spending small and medium-sized business (numbers are based on businesses that spend $25,000 each year on advertising) will maintain what they are doing in 2018, while 45% plan to increase their spend. Only 4% plan to decrease





The survey shows that these businesses are using an average 17 different media channels. Traditional Media is still a key component; however, they are absolutely mixing in more digital and specifically more mobile. 85% of businesses surveyed indicated they are already using mobile advertising in some form, and they intend to increase that usage next year

With opportunities like geofencing, geo retargeting, weather triggers and even tracking in store visits, advertisers have more mobile options than ever before. To learn more about Vici’s mobile conquesting options, click here.

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