Manufacturers lag other industries in online ad usage

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Burlingame, Calif.—Manufacturers lag behind other industries in online ad usage, according to a new report from research firm Outsell.

The report, which looks at online ad spending by vertical industries, found that the percentages of manufacturing companies using all types of online advertising are between 15 and 30 percentage points lower than other industries, including high-tech and business services.

High tech advertisers have the highest usage of all online marketing methods, such as e-mail (93%), search engines (85%), sponsored content (78%) and webinars (79%).

Biotech/pharma companies have the highest percentage of event advertising spending (37.5%).

Also, health care advertisers allocate more of their advertising to print than almost any other sector, the report found.

—Kate Maddox

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