"When it comes to choosing media for advertising or promotion, small businesses that use co-​op advertising programs are like other SMBs in the Local Commerce Monitor survey — a Facebook page is the most used," BIA/​Kelsey reports. "As shown in the chart below, SMBs using co-​op advertising funds like a blend of traditional and digital media for advertising and promotion."

"Direct mail is the most popular of the traditional media, with 41.3% usage," Suzanne Ackley writes. "Email and a website follow close behind."

Content marketing is important to Media Advertising Purchasers, AudienceSCAN reports. They are 112% more likely than average Americans to read blogs every day.

"When it comes to return on their investment, SMBs that use co-​op advertising funds gave a different traditional media — Out of Home — highest marks, with 74.5% saying they had an “excellent” (10–19x spend) or “extraordinary” (over 20x spend) ROI. Digital media such as sponsored content, native ads and pay per click were also highly rated, as was text messaging."

Fellow business owners are engaging with customers, friends and other businesses on social networks too. AudienceSCAN finds 66.5% of Media Advertising Purchasers share GOOD experiences on social media.

Top 5 Media Used for Advertising or Promotion by SMBs Using Co-​op Advertising Funds

1. Facebook 61.7%
2. Direct Mail 41.3%
3. Email 40.4%
4. Website 36.8%
5. Google (Any Google Site) 33.5%

According to AudienceSCAN data, 44.7% of Media Advertising Purchasers have been active on LinkedIn in the past 30 days.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.