August 25, 2017 - Advertisers That Use Directories Spend More on Advertising Than Those Who Don’t

Advertisers That Use Directories Spend More on Advertising Than Those Who Don’t

  Advertisers in BIA/Kelsey’s Local Commerce Monitor™ annual survey of small and medium businesses that use directories (including Internet and Print Yellow Pages) spent more on advertising overall than those advertisers who don’t use directories. The average annual ad spend for Core* directory advertisers was $6,135, with nearly 16% of their ad budgets going to directories. Compare this to those SMBs that don’t use directories at all, their average annual ad spend was $5,400. The average annual ad spend for Plus Spender* directory advertisers was $87,288, with 10% of their ad budgets going to directories. Compare this to those SMBs that don’t use directories at all, their average annual ad spend was $76,714. Directory advertisers spent an average of 39% of their budget on online/digital (including online directories) over the past 12 months. This is not expected to increase over the next 12 months.

A new LCM report on Yellow Pages and Small Businesses will be available for purchase in our eStore.

*Core SMBs have an annual spend of less than $25,000. Plus Spenders have an annual spend of at least $25,000.

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BIA/Kelsey’s LCM, Wave 20 reports can be purchased a la carte in the BIA/Kelsey eStoreOur LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for advertising and marketing.

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