2016 U.S. Brand Activation Marketing Forecast (2016-2020): Key Findings Report

April 19, 2016

Executive Summary

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 partnership with PQ Media, recently completed the first-ever forecast of brand activation marketing expenditures.

The 2016 U.S. Brand Activation Marketing Forecast report breaks new ground in the following ways:

  • Determines overall brand activation spend in the U.S. and forecasts spend through 2020.
  • Analyzes all three major marketing sectors (advertising, brand activation, and trade promotion).
  • Investigates brand marketing by end user (B-to-C versus B-to-B).
  • Defines, sizes, and forecasts all six brand activation platforms and 32 channels.
  • Explores brand activation expenditures by industry verticals.

"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. These six platforms of brand activation include 32 different channels.

(The 2016 Key Findings report is available as a download to the right on desktop or by scrolling down on mobile.)


"2016 U.S. Brand Activation Marketing Forecast (2016-2020): Key Findings Report." ANA and PQ Media, April 2016.