Updated Research: U.S. Brand Activation Marketing Forecast

Marketing spend on brand activation will top $630B in 2017

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Advertising and trade promotion spend are closely tracked, but historically there has been no comprehensive view of the total marketing ecosystem available to marketers. The ANA, in collaboration with and licensed from PQ Media, recently completed an update to the 2016 forecast of brand activation marketing expenditures. 

What is brand activation?

You may have heard of the outdated term "below-the-line" to describe brand activation marketing. In fact, it's much more important than "the line." Brand activation refers to marketing that both builds a brand's image and drives a specific consumer behavior or action. Brand activation focuses on six disciplines (or platforms) that connect and interact with the consumer to bring the brand to life: promotion marketing, experiential marketing, retailer marketing, relationship marketing, content marketing, and influencer marketing. 


What is included in the 2017 report?

  1. Overall annual U.S. brand activation spend from 2011, 2015, and 2016 and forecasted for 2017, compared to Advertising and Trade Promotion
  2. Analysis of operator revenue in all three major marketing sectors (advertising, brand activation, and trade promotion).
  3. Breakdown of operator revenue by six brand activation platforms and 32 channels
  4. Breakdown of operator revenue by end user (B-to-C versus B-to-B)
  5. Breakdown of operator revenue by 21 industry verticals
  6. Deeper exploration and analysis of operator revenue by platform for 5 selected industry verticals

What is included in the 2016 report?

  1. Overall annual U.S. brand activation spend from 2010-2015, and forecasted through 2020.
  2. Analysis of spending in all three major marketing sectors (advertising, brand activation, and trade promotion).
  3. Breakout of brand marketing activation by sector (media operator revenues versus internal brand spending).
  4. Breakdown of brand marketing spend by end user (B-to-C versus B-to-B).
  5. Definitions, sizing, and forecasts for all six brand activation platforms and 32 channels within those platforms.
  6. Exploration of brand activation expenditures by 21 industry verticals.

The results of this research were debuted at the 2017 ANA Brand Activation Conference.

About the ANA:
The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $250 billion in marketing and advertising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit Advertising Educational Foundation (AEF), an ANA subsidiary, which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

About PQ Media:
PQ Media is a leading provider of actionable competitive intelligence and strategic guidance to management teams of the world's top media, entertainment, and technology organizations. PQ Media delivers intelligent data and analytics to high-level executives to empower them to make smarter, faster business decisions amid the transforming global media and technology ecosystem. PQ Media's well-respected team of industry analysts and proven econometric methodology drive the annual Global Media Intellicast Series, a three-report suite of exclusive market intelligence that helps drive client growth objectives with a laser focus on the media economy's critical KPIs: media operator revenues, consumer time spent with media, and consumer spending on media content and technology.

Media Contacts:
John Wolfe
Director of Communications
Office: 212.455.8011
Cell: 914.659.8663
Email: jwolfe@ana.net

PQ Media
Patrick Quinn
President and CEO
Office: 203.569.9449
Cell: 203.921.5249
Email: pquinn@pqmedia.com