> ## Content Index > Fetch the complete content index at: https://www.nearmedia.co/llms.txt > Use this file to discover other available public pages before exploring further. # SMB Ad Spending, Google's Localism, Privacy Ambivalent Consumers - URL: https://www.nearmedia.co/smb-ad-spending/ - Published: 2021-08-30T20:27:03.000Z - Updated: 2021-08-31T14:08:02.000Z - Author: Greg Sterling - Tags: News ### Survey: Annual 'SMB' Ad Budgets $109K Borrell Associates published its annual local advertiser [survey](http://www.insideradio.com/free/borrell-survey-points-to-strengthening-ad-market-radio-in-good-position-to-benefit-from-gains/article%5Fce63ca88-0631-11ec-ace2-df5cc2e20782.html?ref=nearmedia.co). Conducted in Q2, the sample was 2,811 "local businesses." However it represents larger "small businesses" because of the methodology; so the spending numbers are larger too. It's still interesting. The average budget was just under $109K, a nearly 7% increase over 2020\. Most of these advertisers are using roughly five media channels (digital and traditional). Social media was the top channel (57%) overall, with an average spend of $14.2K. Paid search was number two (43%). Broadcast TV captured the largest average budget ($111.3K) but only 14% were using it. (Traditional media are likely over-represented in the survey because of the methodology.) Nearly half (46%) were looking for "something different" this year: SEM, events/sponsorships, online display were the top choices for new channels. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/08/Screen-Shot-2021-08-30-at-12.23.11-PM.png) Source: Borrell Associates **Our take:** - Borrell asks its customers to push the survey to their customers. Many are traditional media companies; hence the skew. - Social media is the most popular channel. We also saw that in other recent SMB surveys ([here](https://www.nearmedia.co/amazon-passes-walmart/), [here](https://www.nearmedia.co/prop-22-goes-down-smb-social-disconnect-mid-funnel-queries-dominate/)). No apparent findings here on SEO/Local SEO. - It's unclear whether these advertisers are tracking the efficacy of their spending. Interestingly, 16% of respondent "agencies" (undefined) believe local advertisers are now too reliant on digital. ### Google: Brands Unlock Value with 'Localism' A very interesting Think with Google [post](https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/localism-brand-engagement/??ref=nearmedia.co) introduces the concept of "Localism" (at least to me). Essentially: brands and national-local (or global-local) advertisers embracing local communities and culture to sell their products. Google says this approach significantly increases brand engagement, which I completely accept. Localism, according to Google, is a result of COVID-driven concern about the economic health of local communities combined with an interest in sustainability. "Work like Nike’s '[Air Max Graffiti Stores](https://www.youtube.com/watch?v=g0q%5Fcn9rbBQ&ref=nearmedia.co),' winner of the 2019 Media Lions Grand Prix, tapped into the local graffiti culture in Brazil, using geolocation, and increased local social engagement by 22% and local sales by 32%." On the one hand global brands needing to focus on local markets is nothing new. Them "getting it" is. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/08/jason-leung-U_bfOptsrUk-unsplash.jpg) Source: Photo by [Jason Leung](https://unsplash.com/@ninjason?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)/[Unsplash](https://unsplash.com/s/photos/color?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText) **Our take:** - In the post, Google is talking about visual ad creative and mostly video. However the principles are broadly applicable to other media categories. - Localizing content/creative can offer a significant lift or engagement boost to otherwise generic brand campaigns or messaging. - The post-COVID consumer focus on local communities, together with an emphasis on sustainability is also somewhat new. Google says Localism has only increased even as the world has opened up. ### Resolving the Consumer Privacy Contradiction According to a June survey (.[pdf](https://www.filesforprogress.org/datasets/2021/7/dfp%5FDPA%5F202107%5Ftoplines.pdf?ref=nearmedia.co)) of over 1,100 adults by Data for Progress, 82% are "somewhat" or "very" concerned about "the collection and sale of personal data by large technology companies." Yet two other contemporaneous surveys discovered what appears to be the opposite. Freshworks [found](https://www.freshworks.com/resources/reports/deconstructing-delight/?ref=nearmedia.co) almost 80% of adults would trade personal data for a "better experience" (the question wasn't shared). And "insurtech" company Breeze [found](https://www.mediapost.com/publications/article/366277/study-consumers-will-submit-to-tracking-to-obtain.html?ref=nearmedia.co) consumers would submit to various types of invasive tracking for lower premiums. For example, "55% would wear a biometric tracker such as a Fitbit to track their health and fitness" and "34% are open to an insurance company installing a camera in their home to monitor their everyday activity — say, eating and exercise habits." These types of seemingly contradictory findings keep appearing in surveys. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/08/Screen-Shot-2021-08-30-at-1.12.33-PM.png) Source: Freshworks "Deconstructing Delight" survey (2021) **Our take:** - One explanation is the language of the questions. People don't like the idea of uncontrolled data collection. More narrow questions with concrete benefits often yield "yes" answers. - Large numbers of people will share data in exchange for financial benefits or discounts. This is pretty clear and consistent. - Consent and transparency resolve the apparent contradiction. If people understand how/why their data are being used, they'll often share. ## Recent Analysis - **Podcast episode 30**: [Walmart delivers for SMBs, social-media disconnect, Apple Maps reviews](https://www.nearmedia.co/episode-30/). - ****Reviews on Apple Maps: A Complete Guide**, [by Mike Blumenthal](https://www.nearmedia.co/a-look-at-apples-review-environment/). ## Short Takes - Chicago sues **food delivery giants** for [deceptive business practices](https://www.cnbc.com/2021/08/27/chicago-sues-doordash-grubhub-for-allegedly-deceiving-customers.html??ref=nearmedia.co). - Canada: 'Defamatory' **negative review** becomes [$30K judgment](https://www.cbc.ca/news/canada/british-columbia/woman-ordered-to-pay-30k-in-damages-for-negative-breast-implant-review-1.6156240?ref=nearmedia.co). - Many **privacy solutions** [tend to undermine competition](https://www.ben-evans.com/benedictevans/2021/8/27/understanding-privacy?ref=nearmedia.co). - **Google Play** [booked](https://www.reuters.com/technology/google-play-app-store-revenue-reached-112-bln-2019-lawsuit-says-2021-08-28/?ref=nearmedia.co) $11.2B in 2019, with $8.5B in gross profit. - FB partners [hand off](https://www.washingtonpost.com/technology/2021/08/29/facebook-privacy-monopoly/?ref=nearmedia.co) loads of "**off-Facebook" data** about users. - Discriminatory (housing) ads on **Facebook** [OK under Section 230](https://www.mediapost.com/publications/article/366225/facebook-prevails-in-battle-over-housing-ads.html??ref=nearmedia.co). - **Gap** [buys](https://www.businesswire.com/news/home/20210826005684/en?ref=nearmedia.co) 3D/AR virtual fitting room technology [Drapr](https://www.drapr.com/?ref=nearmedia.co). - Study finds "**everyday influencers**" [more effective](https://blog.engagementlabs.com/looking-for-real-influence-forget-celebrity-influencers-focus-on-real-people??ref=nearmedia.co) than celebrities. - For **Apple News** pubs, company [reducing subscription cut](https://www.niemanlab.org/2021/08/apple-now-wants-to-be-your-news-partner-meaning-theyll-let-you-keep-more-of-your-readers-cash-if-you-join-apple-news/?ref=nearmedia.co): 30% to 15%. - Google [doing manual review](https://www.seroundtable.com/google-my-business-product-approval-31976.html?ref=nearmedia.co) of "**products" uploads to GMB**. - **Lifetime value** a [critical but complicated metric](https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/customer-lifetime-value/??ref=nearmedia.co), should be embraced. - How **Google** has f--ed up messaging [for more than 16 years](https://arstechnica.com/gadgets/2021/08/a-decade-and-a-half-of-instability-the-history-of-google-messaging-apps/?ref=nearmedia.co). - **Sugar** ([living](https://www.sugarliving.com/?ref=nearmedia.co)) wants to turn apartments into "[interactive communities](https://www.localogy.com/more-money-flows-into-neighborhood-as-a-service-startups/?ref=nearmedia.co)." - **Sastrify** raises $7M to help SMBs [procure/manage SaaS services](https://techcrunch.com/2021/08/27/sastrify-snags-7m-to-help-smes-manage-saas-buying/??ref=nearmedia.co). Listen to our [latest podcast](https://www.nearmedia.co/memo/). [![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/02/near_memo_banner.png)](https://nearmedia.co/memo?ref=nearmedia.co) How can we make this better? Email [us](mailto:gsterling@nearmedia.co) with suggestions and recommendations.