Outsell’s Annual Advertising and Marketing Study 2017 marks the 12th year of our ongoing research and analysis answering the critical questions that media executives have about their customers’ marketing and advertising needs, concerns, and spending. This study answers “how much,” “on what,” and “where” marketers and advertisers will spend their budgets in 2017.
What’s ahead for advertising and marketing? Spending on advertising and marketing in the US will slow, growing 3.4 percent in 2016, reaching $489 billion. Digital now represents 51% of all spending, rising 11% year over year to $248 billion, surpassing the combined spend of print, TV/radio/cinema, and events. Events will post positive growth at 2.8% and remains key for brand building and lead generation activities.
Our report reveals the most comprehensive, yet segmented view available of all the marketing methods that companies use to build and strengthen their brands and generate new leads to drive business. Get your copy today!
Table of Contents
Why This Topic
Key Observations and Implications
2017 Total Advertising & Marketing Spending
Advertising and Marketing Spending by Media Type
Spending Ranked by Category
Brand Building Effectiveness
Digital Spending Mix and Growth
Mobile’s Dominance Hits Print
Video’s Influence on Budgets
Distributed Content Driving Social
Key Advertiser Pain Points
Marketer Focus Points
Skill Sets Needed
Marketing Services Mix
Marketing Tools Usage