B2B Advertising Shift

B2B trade advertising doesn’t get much press these days because it’s not sexy.  But it does account for 10%, or $25 billion, of the total U.S. advertising expenditure.

For small to mid-size B2B’s there is now a new alternative for spending that $25 billion: the fast growing Internet-based marketing-video category.

Because the cost of decent equipment, for producing your own video ads, has dropped below $200, it is now within the reach of every business’ budget.

Companies are getting more comfortable with the ease and process of producing and starring in their own commercials  They likewise are getting more comfortable with not forking over the big bucks for a full page, 4-color ad in a leading trade publication.

Many marketers now believe the new communications model, in the B2B category, is a small space print ad that drives traffic to a Web site where users can view a 2-3 minute video clip.  It makes eminent amount of sense because it’s so much more efficient than the old media model.

As this shift continues, some media experts forecast that many industry-specific trade publications will lose up to 75% of their ad revenue over the next 5 years — pushing many into bankruptcy.

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Comments

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