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Plus Spenders* spending has remained fairly consistent according to Steve Marshall, BIA/Kelsey’s Director of Research. Some of the reasons for this lack of growth were explored by Steve Marshall in a webinar previewing LCM, Wave 19. Steve believes that these SMBs have large enough advertising budgets that they using managed services, “professional help and powerful tools,” which results in high ROI (return on investment) for their actions. And while these SMBs are using the lower priced digital media heavily resulting in lower spending, “they are plowing those savings back into additional media advertising.”

What does this mean in the local space? According to Steve Marshall the competition between vendors will increase, SMB customers will demand service, and “there will be a technology arms race among vendors to deliver better and more powerful tools to the high end market.”


BIA/Kelsey’s LCM, Wave 18 reports can be viewed and downloaded by clients here, or purchased a la carte in the new BIA/Kelsey eStore. Wave 19 reports coming soon.

* Plus Spender SMBs are those small and medium businesses in our survey who spend a minimum of $25,000 annually on advertising and promotion.

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