Small Businesses That Use Agencies or other Companies To Manage Digital Advertising


Small businesses don’t always have the resources to compete with big companies in their local markets. Advertising strategies are more complex as customers shop and discover small businesses in multiple ways on multiple devices.  Digital advertising can be overwhelming from buying of data to measuring its impact. Many small businesses prefer to hire a third party (digital agency, marketing service, web/SEO designer, etc.) to help them with digital advertising.  BIA/Kelsey in this twenty-nine page report looks at small businesses who prefer to outsource aka “do it with me” (DIWM) or “do it for me” (DIFM) their digital advertising.  Digital agencies and companies that offer management of loyalty programs, customer communications, websites, social media and SEO can use this report to understand how and why small businesses spend for their services.  Sales and marketing professionals will find this data helpful in understanding pricing sensitivity as well as opportunity in the local market for digital advertising services.  BIA/Kelsey analysis and proprietary data builds a profile of the small business digital advertising services client that can help marketing and sales executives plan services that resonate with this group who invest more than the average small business in digital advertising.  Included in the data and analysis are key perceptions of agencies, value of digital advertising and current spending on 50+ different advertising products and services.

Content Summary

BIA/Kelsey in this report on small business advertising using outsourced services also includes usage, spend and ROI on more than 50 different advertising products, which fall into these 10 top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and digital coupons
  • Broadcast advertising
  • Giveaway items
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Local directory advertising (print and online)
  • Community sponsorships

Who Should Read This Report?

  • Advertising, SEO and marketing agency executives who work with small business clients
  • Advertising and digital agencies that work with local media companies.
  • Senior leaders evaluating managed advertising services in the local market.
  • Marketing automation and SaaS companies that wish to expand their advertising services.
  • Any executive with a role in selling digital or traditional advertising products