Thanks to the team at Weka for highlighting the recent “Advertising Trend Study” by TNS Emnid, which forecasts stable B2B advertising revenue in 2012. More than three-quarters of the 317 marketing and media decision-makers interviewed for the study were positive about the German economy, their own businesses and their advertising budget. About 40 percent anticipated increased spending, with nearly half forecasting a flat budget.
Despite expectations of strong growth in online, mobile and social media advertising, trade shows and print ads in trade media continue to dominate German B2B advertising budgets, taking around two thirds of companies’ total spend. One factor driving the move to online is the trend towards booking packages that cover traditional and new media, with 32 percent of managers planning to implement B-to-B campaigns across all media on a regular basis, and another 41 percent running cross-media campaigns on a case to case basis.