| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | Label | How specific is your target customer? | How much are people already looking for a product like yours? | 2019 Marketing Spend on Channel | Source | 2020 Marketing Spend on Channel | 2021 Marketing Spend on Channel | Source | 2022 Marketing Spend on Channel | Source | 2023 Marketing Spend on Channel | Source | ||||||||
2 | Facebook + | 5 | 1 | $69,655,000,000 | Facebook 2019 Annual Report | 84,169,000,000 | Facebook 2020 Report | $117,929,000,000 | Facebook 2021 Report | $1.40 | $116,000,000,000 | Facebook 2022 Report | $134,902,000,000 | Facebook 2023 Report | ||||||
3 | Google SEM | 4.5 | 9 | $98,115,000,000 | Google 2019 Annual Report | 104,062,000,000 | Google 2020 Report | $148,951,000,000 | Google 2021 Report | $1.43 | $162,450,000,000 | Google 2022 Report | $175,033,000,000 | Google 2023 Report | ||||||
4 | Bing Ads | 4.5 | 9.5 | $7,500,000,000 | Microsoft Data | 7,500,000,000 | Microsoft 2020 Report | $8,528,000,000 | Microsoft 2021 Report | $1.14 | $11,590,000,000 | Microsoft 2022 Report | $12,200,000,000 | Microsoft 2022 Report | ||||||
5 | YouTube | 4.7 | 4.5 | $15,000,000,000 | Google 2019 Annual Report | 19,772,000,000 | Google 2020 Report | $28,845,000,000 | Google 2021 Report | $1.46 | $29,243,000,000 | Google 2022 Report | $31,313,000,000 | Google 2023 Report | ||||||
6 | Display Ads (GDN, DSPs) | 1 | 3 | $25,000,000,000 | Google 2019 Annual Report for GDN + adding some for non Goog properties (Yahoo, Apple, etc.) | 25,000,000,000 | Google 2020 Report | $33,000,000,000 | Google 2021 Report | $1.32 | $38,000,000,000 | Google 2022 Report | $31,510,500,000 | Google 2023 Report | ||||||
7 | 7 | 2.7 | 2,500,000,000.00 | Microsoft Data + some estimating | 3,000,000,000 | Microsoft 2020 Report | $3,600,000,000 | Microsoft Data + Estimating | $1.20 | $5,000,000,000 | Microsoft Data + Estimating | $5,000,000,000 | Microsoft Data + Estimating | |||||||
8 | SEO | 4.2 | 7 | $98,115,000,000 | For the sake of analysis, assuming SEO spend/effort is the same as money spent on paid ads on Google | 104,062,000,000 | For the sake of analysis, assuming SEO spend/effort is the same as money spent on paid ads on Google | $148,951,000,000 | For the sake of analysis, assuming SEO spend/effort is the same as money spent on paid ads on Google | $1.43 | $113,715,000,000 | For the sake of analysis, assuming SEO spend/effort is 70% as high as money spent on paid ads on Google | $122,523,100,000 | For the sake of analysis, assuming SEO spend/effort is 70% as high as money spent on paid ads on Google | ||||||
9 | Amazon Ads | 2 | 10 | 12,000,000,000.00 | Amazon Data | 20,000,000,000 | Amazon 2020 Reporting | $31,200,000,000 | Amazon Reporting | $1.56 | $38,000,000,000 | Amazon Reporting | $46,900,000,000 | Amazon Reporting | ||||||
10 | Discount Sites (Groupon, etc.) | 2 | 8 | 3,200,000,000.00 | Adding up some data: Groupon, RetailMeNot,Honey | 3,200,000,000 | Adding up some data: Groupon, RetailMeNot,Honey | 3,200,000,000 | Adding up some data: Groupon, RetailMeNot,Honey | $1.00 | $3,200,000,000 | Adding up some data: Groupon, RetailMeNot,Honey | $1 | Adding up some data: Groupon, RetailMeNot,Honey | ||||||
11 | Review Sites | 7.2 | 8 | 1,500,000,000.00 | Rough guess (Capterra, SoftWare Advice, all the pay to play review sites) | 1,800,000,000 | Rough guess (Capterra, SoftWare Advice, all the pay to play review sites) | 2,340,000,000 | Rough guess (Capterra, SoftWare Advice, all the pay to play review sites) | $1.30 | $3,200,000,000 | Rough guess (Capterra, SoftWare Advice, all the pay to play review sites) | $3,200,000,000 | Rough guess (Capterra, SoftWare Advice, all the pay to play review sites) | ||||||
12 | Integrated Partnerships | 9 | 6 | 5,000,000,000.00 | This is not so much an ad channel as partnering with the right companies, so this is just a rough estimate based on my experience. | 5,000,000,000 | This is not so much an ad channel as partnering with the right companies, so this is just a rough estimate based on my experience. | 5,000,000,000 | This is not so much an ad channel as partnering with the right companies, so this is just a rough estimate based on my experience. | $1.00 | $5,000,000,000 | This is not so much an ad channel as partnering with the right companies, so this is just a rough estimate based on my experience. | $1 | This is not so much an ad channel as partnering with the right companies, so this is just a rough estimate based on my experience. | ||||||
13 | Tradeshows | 9 | 8 | 5,000,000,000.00 | Rough guess | 5,000,000,000 | Rough guess | 5,000,000,000 | Rough guess | $1.00 | $7,500,000,000 | Rough guess | $7,500,000,000 | Rough guess | ||||||
14 | Direct Mail | 7.2 | 1 | 16,000,000,000.00 | USPS Data | 13,909,000,000 | USPS Data | $14,590,000,000 | USPS Data | $1.05 | $16,048,000,000 | USPS Data | $15,076,000,000 | USPS Data | ||||||
15 | Outbound (Calling & Email) | 9 | 1 | 25,000,000,000.00 | Rough estimate based on direct mail spend (both list based advertising, but from experience a lot more people do cold outreach) | 25,000,000,000 | Rough estimate based on direct mail spend (both list based advertising, but from experience a lot more people do cold outreach) | $28,000,000,000 | Rough estimate based on direct mail spend (both list based advertising, but from experience a lot more people do cold outreach) | $1.12 | $32,096,000,000 | Rough estimate based on direct mail spend (both list based advertising, but from experience a lot more people do cold outreach) | $30,152,000,000 | Rough estimate based on direct mail spend (both list based advertising, but from experience a lot more people do cold outreach) | ||||||
16 | Taboola/Outbrain | 2 | 2 | 1,500,000,000.00 | Taboola and Outbrain public data | 1,500,000,000 | Taboola and Outbrain public data | 1,700,000,000 | Guessing a small increase | $1.13 | $2,000,000,000 | Guessing a small increase | $2,000,000,000 | Guessing a small increase | ||||||
17 | TV | 0.5 | 1 | 70,000,000,000.00 | Industry Estimates | 65,000,000,000 | Marketing Data | $179,000,000 | Industry Estimates (I switched to Global estimates instead of US this year, to better align with social) | $0.00 | $170,000,000,000 | Industry Estimates (I switched to Global estimates instead of US this year, to better align with social) | $170,000,000,000 | Industry Estimates (I switched to Global estimates instead of US this year, to better align with social) | ||||||
18 | Radio | 1 | 1 | 19,000,000,000.00 | Industry Estimates | 14,000,000,000 | Marketing Data | 33,000,000 | Industry Estimates (I switched to Global estimates instead of US this year, to better align with social) | $0.00 | $33,000,000,000 | Industry Estimates (I switched to Global estimates instead of US this year, to better align with social) | $33,000,000,000 | Industry Estimates (I switched to Global estimates instead of US this year, to better align with social) | ||||||
19 | Out of Home (Billboards) | 1.5 | 0.3 | 10,000,000,000.00 | Industry Estimates | 6,900,000,000 | OOH Data | $9,660,000,000 | OOH Data | $1.40 | $11,000,000,000 | OOH Data | $11,000,000,000 | OOH Data | ||||||
20 | Affiliate | 3.5 | 4.3 | 5,000,000,000.00 | Industry Estimates | 5,000,000,000 | Industry Estimates | $7,000,000,000 | Industry Estimates | $1.40 | $7,000,000,000 | I just reused last years estimate | $7,000,000,000 | I just reused last years estimate | ||||||
21 | 2 | 5 | 1,500,000,000.00 | Pinterest Public Data | 1,500,000,000 | Pinterest Public Data | $2,578,027,000 | Pinterest Public Data | $1.72 | $2,800,000,000 | Pinterest Public Data | $2,800,000,000 | Pinterest Public Data | |||||||
22 | Podcasts | 5 | 2 | 1,000,000,000.00 | Industry Estimates | 1,000,000,000 | Industry Estimates | $1,300,000,000 | Industry Estimates | $1.30 | $1,300,000,000 | Industry Estimates | $1,300,000,000 | Industry Estimates | ||||||
23 | Snapchat | 2 | 4 | $1,500,000,000 | Snapchat Public Data | 2,250,000,000 | Snapchat Data | $4,117,048,000 | SnapChat Annual Report | $1.83 | $4,600,000,000 | SnapChat Annual Report | $4,600,000,000 | SnapChat Annual Report | ||||||
24 | 5 | 2.5 | $100,000,000 | Reddit Public Data | 170,000,000 | Reddit Data | $300,000,000 | Estimates | $1.76 | $424,000,000 | Estimates | $824,000,000 | Prospectus | |||||||
25 | 5 | 4 | $2,500,000,000 | Twitter Public Data | 3,000,000,000 | Twitter DaTa | $5,000,000,000 | Annual Report | $1.67 | $2,500,000,000 | Revenue is private now but industry estimates 50% less than last year. | $2,500,000,000 | Revenue is private now but industry estimates 50% less than last year. | |||||||
26 | TikTok | 3.5 | 4 | $4,600,000,000 | Estimates | #DIV/0! | $10,000,000,000 | Estimates | $10,000,000,000 | Estimates | ||||||||||
27 | Newspaper/Magazine Ads | 2 | 0.5 | 13,000,000,000 | Marketing Data | 13,000,000,000 | Marketing Data | $1.00 | $9,000,000,000 | Marketing Data | $9,000,000,000 | Marketing Data | ||||||||
28 | ||||||||||||||||||||
29 | ||||||||||||||||||||
30 | ||||||||||||||||||||
31 | ||||||||||||||||||||
32 | ||||||||||||||||||||
33 | ||||||||||||||||||||
34 | ||||||||||||||||||||
35 | ||||||||||||||||||||
36 | ||||||||||||||||||||
37 | ||||||||||||||||||||
38 | ||||||||||||||||||||
39 | ||||||||||||||||||||
40 | ||||||||||||||||||||
41 | ||||||||||||||||||||
42 | ||||||||||||||||||||
43 | ||||||||||||||||||||
44 | ||||||||||||||||||||
45 | ||||||||||||||||||||
46 | ||||||||||||||||||||
47 | ||||||||||||||||||||
48 | ||||||||||||||||||||
49 | ||||||||||||||||||||
50 | ||||||||||||||||||||
51 | ||||||||||||||||||||
52 | ||||||||||||||||||||
53 | ||||||||||||||||||||
54 | ||||||||||||||||||||
55 | ||||||||||||||||||||
56 | ||||||||||||||||||||
57 | ||||||||||||||||||||
58 | ||||||||||||||||||||
59 | ||||||||||||||||||||
60 | ||||||||||||||||||||
61 | ||||||||||||||||||||
62 | ||||||||||||||||||||
63 | ||||||||||||||||||||
64 | ||||||||||||||||||||
65 | ||||||||||||||||||||
66 | ||||||||||||||||||||
67 | ||||||||||||||||||||
68 | ||||||||||||||||||||
69 | ||||||||||||||||||||
70 | ||||||||||||||||||||
71 | ||||||||||||||||||||
72 | ||||||||||||||||||||
73 | ||||||||||||||||||||
74 | ||||||||||||||||||||
75 | ||||||||||||||||||||
76 | ||||||||||||||||||||
77 | ||||||||||||||||||||
78 | ||||||||||||||||||||
79 | ||||||||||||||||||||
80 | ||||||||||||||||||||
81 | ||||||||||||||||||||
82 | ||||||||||||||||||||
83 | ||||||||||||||||||||
84 | ||||||||||||||||||||
85 | ||||||||||||||||||||
86 | ||||||||||||||||||||
87 | ||||||||||||||||||||
88 | ||||||||||||||||||||
89 | ||||||||||||||||||||
90 | ||||||||||||||||||||
91 | ||||||||||||||||||||
92 | ||||||||||||||||||||
93 | ||||||||||||||||||||
94 | ||||||||||||||||||||
95 | ||||||||||||||||||||
96 | ||||||||||||||||||||
97 | ||||||||||||||||||||
98 | ||||||||||||||||||||
99 | ||||||||||||||||||||
100 |