Significant adoption, budget for new media platforms among b-to-b companies, survey finds

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Chicago—One-third of b-to-b companies report spending more than 20% of their total media budget on new media platforms, according to a new joint survey by the Association of National Advertisers and BtoB. In contrast, only 5% of b-to-c companies surveyed do the same.

Details of the survey, “Harnessing the Power of New Media Platforms,” were released Thursday at the ANA’s annual B-to-B Conference here. The survey explores the adoption of 15 new media platforms, including Web sites, e-mail, search, RSS, webinars, social networks, user-generated content, blogs and podcasts, by both b-to-b and b-to-c marketers.

Among other findings: About 50% of b-to-b marketers report that two established channels—their own Web sites and e-mail marketing—dominate spending budgets. Also, the average planned increase for new media-platform spending by b-to-b companies this year is 11.5%; only 3% of b-to-b respondents said they planned to spend less on new media this year.

The online survey of 146 b-to-b marketers, which included BtoB subscribers and members of the ANA’s Brand Leadership Community panel, was conducted in June by research company Guideline.

Complete coverage of the survey will appear in Monday’s print issue of BtoB and online at

—Ellis Booker

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