Forrester finds most b-to-b marketers will not increase display ad budgets

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Cambridge, Mass.—While 71% of b-to-b marketers used display advertising during the fourth quarter, only 13% of marketers said they plan to increase their display ad budgets this year, according to a new Forrester Research report.

The report, “Making Online Display Marketing Work for B2B,” was based on an online survey of 252 b-to-b marketers, conducted in December.

It found that this year, 27% of b-to-b marketers have display ad budgets of $1 million or more while 20% have display ad budgets under $50,000.

According to the survey, the top goals for display advertising are increasing brand awareness (49%); lead-gen (46%); reaching a key target audience (46%); and driving direct sales (41%). Respondents could select more than one answer.

More information about the report is available at

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