BURLINGAME, Calif.,
March 30, 2015 /PRNewswire/ --
Outsell, Inc., the leading strategic advisory firm focused on the
convergence of media, information and technology, today released
results of its 10th annual Advertising and Marketing Study. The
study surveyed nearly 1,500 U.S. marketers to provide insight on
spending across 36 categories, offering the most comprehensive view
into these marketers' spending patterns and their challenges.
According to Outsell's Annual Advertising and Marketing Study
2015: Topline report, spending on advertising and marketing will
grow 4.6 percent in 2015, reaching $452
billion. Digital spending has pulled away from the pack,
rising 9.3 percent year over year to $198
billion, equaling the combined spend of print ($101 billion) and TV/radio/movies ($97 billion). Within digital, spending on mobile,
social, and video will grow five times faster than overall
spending, from $38 billion last year
to $44 billion this year.
The research also points to increased use of technologies and
tools (i.e., martech and ad tech) for behaviorally driven,
personalized campaigns. However, CMOs and their staffs report that
their number-one pain point lies in applying the analytics gleaned
from these tools to improve their results. Ironically, B2B
marketers who are under 40 feel this pain more deeply.
"Chief marketing officers are drowning in data and suffering
from analytics angst," said Randy
Giusto, Outsell's Vice President and Practice Leader for
Marketing and Media. "They're struggling to accurately measure
return on marketing investments, and they have increased pressure
from CFOs to justify additional spending."
Among other study findings:
- Marketers continue to invest the most in their own websites and
in TV advertising, while email marketing represents the third key
to engaging audiences.
- B2B marketers rank events, collateral, email marketing, and
their own websites as most effective for generating leads. For B2C
marketers, their own websites, events, social, search, direct mail,
and email marketing efforts work best.
- Facebook scores strong in building and strengthening the brand
across both B2B- and B2C-focused marketers.
- Marketers under 40 are more likely to say visual methods such
as mobile video and TV deliver a strong ROI. Those over 40 are more
likely to cite text-based approaches such as sponsored content,
print, and websites.
"Traditional and digital media channels now increasingly connect
thanks to the use of hashtags, URLs, and app store logos in print
and TV ads. Driving people back to a richer brand experience on
digital channels opens up new opportunities for companies to serve
advertisers with cross-platform delivery and measurement tools,"
Giusto said.
Outsell conducted this year's advertising/marketing survey in
January. For the first time, the firm segmented results by age of
marketer, giving a nod to the increasing influence of millennials
and young Gen Xers in the role of marketing today. Marketing tools
and platform usage and supplier effectiveness rankings are also new
for this year's study. Outsell will also soon publish separate B2B
and B2C reports drilling down on the behaviors and spending
expectations of marketers in these focus areas, segmented by
industry and company size.
Companies that would like to purchase the report should visit:
http://www.outsellinc.com/store/products/1303.
For media queries, please contact Derek
Beckwith, Warner Communications, at derek@warnerpr.com, or
call +1 978-922-0818.
About Outsell, Inc.
Outsell, Inc. is the world's only
strategic advisory firm focused solely on media, information, and
technology. We use a time-tested, quality-proven, top-secret blend
of data, brains, community, and pizzazz to produce extraordinary
value for our clients. Elite information industry executives from
all over the world look to Outsell for trusted advice, bold
insights, and confidential access to exclusive intelligence and
decision support. Outsell has your back. You'll stay more focused,
save time, grow revenue in a fast- changing global digital
environment, and sleep better at night. Guaranteed.
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/outsell-forecasts-us-advertising-and-marketing-spend-to-reach-452-billion-in-2015-300057550.html
SOURCE Outsell, Inc.