Annual Advertising and Marketing Study 2017


Author: Randy Giusto

Date: May 24, 2017



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

Essential Actions

Related Research

About Outsell



Additional information