Brand Activation Study 2016
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 the first-ever forecast of brand activation marketing expenditures. One of the key findings: Marketing spend on brand activation will top $595 billion in 2016.
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You may have heard of the outdated term “below-the-line” to describe brand activation marketing.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.
(source: PQ Media)
What is included in this report?
- Overall annual U.S. brand activation spend from 2010-2015, and forecasted through 2020.
- Analysis of spending in all three major marketing sectors (advertising, brand activation, and trade promotion).
- Breakout of brand marketing activation by sector (media operator revenues versus internal brand spending).
- Breakdown of brand marketing spend by end user (B-to-C versus B-to-B).
- Definitions, sizing, and forecasts for all six brand activation platforms and 32 channels within those platforms.
- Exploration of brand activation expenditures by 21 industry verticals.