The research firm Outsell has released their Annual Advertising and Marketing Study. The study is based on a survey of marketers that outlines both traditional and digital media spending trends for 2016. The data was pulled from an online survey of 1,500 B2B and B2C marketers in the US. The study also spans 36 categories.
According to the Outsell’s study, digital marketing is continuing to grow, and other traditional media channels are retreating. It’s estimated (by Outsell) that the total digital sending in 2016 will be about $228 million. This is roughly 49 percent of all marketing and advertising done in the US.
The survey data shows that the top three marketing channels were websites, TV and email. These three channels represent almost $170 billion of more than $470 billion to be spent in 2016 on marketing or advertising.
The highest percentage year-over-year growth category was mobile at 38 percent. Mobile is now representing $23 billion in annual spending. The largest decline that Outsell saw was in print newspapers, magazines, directories and direct mail, which were all covered in the traditional media category.
One the flip side though, it seems that corporate websites were the highest-spending channel at $78 billion and continued to be the main marketing tool which is employed by respondents. Its claimed by websites that the biggest share of marketer budgets equals about 33 percent.
Not only did mobile see an increase in growth, but video and social media also got a significant boost as well. Video got a $7.5 billion in the forecast, while both organic and paid social got $33 billion. Paid search advertising has continued to grow at a nice rate (13.4) to $23.2 billion for 2016.