Survey: Small b-to-b companies still bullish advertisers

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Burlingame, Calif.—Although the recession is shrinking marketing budgets across the board, small b-to-b advertisers remain confident spenders, according to a new survey by media research and advisory firm Outsell Inc.

According to Outsell’s survey, 74% of small b-to-b advertisers in the U.S. either are increasing their spending over 2008 levels or keeping it the same. Only 26% are reducing ad budgets, compared with 40% of large b-to-b advertisers that forecast cuts.

Online marketing and ad spending is growing among U.S. b-to-b companies in general, up 8.2% from last year among smaller companies and 0.4% higher for larger ones.

Outsell’s online survey polled 1,019 U.S. advertisers in February 2009 among companies targeting business, health care and consumer markets.

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