marketing industry 2017 fact packs part 1 of 2

MARKETINGINDUSTRY

2017:A statistical look at the state of marketing in 2017. There’s also

some information about Mobile and B to B marketing.

1

2

Table of Content:Page Title: Page Number:Marketing Overall: 3

US Marketing Statistics 7US Market Leaders by Category 24Global Marketing Statistics 38

Mobile Marketing: 47Mobile Overview Statistics 52Smartphone Statistics 65Table & App Statistics 72

B-to-B Marketing: 78B-to-B Spending Trends 82B-to-B Content Marketing 89Lead Generation 96Mobile & Social Marketing 103Marketing Automation & More 109

Work Cited: 114

3

Marketing Overall Facts:

One in eight households don’t subscribe to cable or satellite TV but have internet access either through mobile or at home internet

Messaging is the most popular activity on Smartphones

Total population in the US in 2016 was 324 million people

Compiled by Author From: Advertising Age, 19 December 2016. Print

4

Biggest US TV Networks:


Broadcast TV: CBS

NBC ABC

FIX Univision

Cable TV: ESPN

TNT TBS

USA MTV

5

Change in Ad Spending:

2014 2015 2016 2017 2018 2019

3.80%

2.70%

4.90%

2.70%

4.10%

2.50%

US Percent Change in Ad Spending:


6

Most Advertised Brands in 2015:

AT&T

Geico

VerizonMcDonald’s

Ford

Chevrolet

T-Mobile

SprintNissan

Macy’s


7

Top 5 US Advertisers:Procter &

Gamble Co.

AT&T

General Motors Co.

Comcast Corp.

Verizon Communicati

ons


Top 25 US Advertisers

Spent $56,189 Million in

2015

8

US 30 Second Commercials 2016:

ABC:• Cheapest- Saturday• Most Expensive-

Wednesday

CBS:• Cheapest- Saturday• Most Expensive-

Thursday

Fox:• Cheapest- Thursday• Most Expensive-

Wednesday

• Cheapest- Saturday

• Most Expensive- Thursday

NBC:

• Cheapest- Friday

• Most Expensive- Tuesday

The CW:


9

US Ad Spending by Medium:

34.90%

34.60%

8.90%

8.00%

8.40%5.20%

Share of US Ad Spending by Medium: 2017

InternetTVRadioMagazineNewspaperOutdoor & Cinema


10

US Spending:Major Media:

Sector:2017

Spending in Billion

of Dollars:

2017 vs. 2016

PercentChange:

Internet $69.2 14.6%TV $68.6 0.6%Radio $17.6 0.0%Newspaper

$16.6 -9.0%

Magazine $15.9 -4.5%Outdoor & Cinema

$10.2 4.1%

Totals $198.1 3.8%

Marketing Services:

Sector:2017

Spending in Billion

of Dollars:

2017 vs. 2016

PercentChange:

Sales Promotion

$79.9 3.5%

Telemarketing

$57.9 3.0%

Direct Mail $48.8 -1.2%Event Sponsorship

$37.4 6.8%

Directories $8.0 -0.4%Public Relations

$5.3 7.0%

Totals $237.3 2.8%


11

US Market Leaders by Category 2015:

Auto Brands

Auto Marketers

Beer Marketers

Beverage Brands

Credit Cards

Household Product Brands

Insurance Brands

Personal Care Brands

Prescription Drug

BrandsRestaurant

Chains Retailers Wireless


12

US Market Leaders by Category 2015:


Retailers:Amazon

Walmart StoresMacy’s

Target Corp.Kohl’s Corp.

Wireless:Verizon

CommunicationsAT&T

Softbank Group Corp. (Sprint)

Deutsche Telkom (T-Mobile)

America Movil (TracFone)

13

Retailers & Wireless Industry 2015:

Retailers:

• Top 10 share of US retail stores 23.6%

• Top 10 US ad spending $12,411

• $3.2 trillions in sales 2015

Wireless:

• Top 6 market share 98.4%

• Top 6 measured media $3,654 million

• 377.9 million subscribers in 2015

• Total measured media $4,905 million


14

How Consumers Use Smartphones:

Download Apps GPS Play

Games IM/Chat

Talk VideoListen

to Music

Email

CameraSocial

Network

Websites

Messaging


15

How TV Viewers are Multitasking:

Email on computer

Instant message on computer

Listen to radio

Play video games

Read magazine or

comic

Talk on mobile phone

Text on mobile phone

Watch videos on computer

Visit websites on computer

Visit websites on

mobile phone


16

World Agency Companies in 2015:

WPP Omnicom Group

Publicis Groupe

Interpublic Group of

Cos.

Dentsu Inc.Accenture’

s Accenture Interactive

Havas

Alliance Data

Systems Corp.’s Epsilon

IBM Corp.’s IBM

Interactive Experience

Hakuhobo DY

Holdings


17

Global Spending:Media:

Sector:2017

Spending in Billion

of Dollars:

2017 vs. 2016

PercentChange:

Digital $182.4 13.3%TV $223.9 2.2%Radio $23.2 1.6%Newspaper

$48.2 -6.6%

Magazine $35.9 -4.4%Outdoor & Cinema

$34.0 4.3%

Totals $547.5 4.4%

Marketing:

Sector:2017

Spending in Billion

of Dollars:

2017 vs. 2016

PercentChange:

Direct $331.5 3.2%Sponsorship $62.0 3.0%Data Investment Management

$45.7 1.5%

Public Relations

$13.1 4.2%

Healthcare $5.1 2.0%Totals $457.4 3.0%Compiled by Author From: Advertising Age, 19 December 2016. Print

18

Global Spending by Region:

Asia Pacific

Central & Eastern Europe

Latin America

Middle East & Africa

North America

Western Europe

Total Worldwide Spending

$0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00

$187.6

$14.7

$38.8

$18.0

$193.7

$94.8

$547.5

Worldwide Ad Spending by Region in Billions 2017 Forecast:


19

Mobile Marketing Facts:

Compiled by Author From: Advertising Age, 17 October 2016. Print

53% Mobile’s projected share od

US internet ad

spending in 2018

93.5 average monthly

hours spent using smartphone apps by 18 to 24

year old's

Asia Pacific have the

most smartphon

e users

20

US Major Media Usage:


Average Time Spent Per Day with Major Media by US Adults:Mobile (Non-voice) 3 hours & 6 minutesDesktop/ Laptop 2 hours & 11 minutesOther Connected Devices 0 hours & 26 minutesTV 4 hours & 5 minutesRadio 1 hours & 27 minutesNewspaper 0 hours & 16 minutesMagazines 0 hours & 12 minutesOther 0 hours & 22 minutesTotal 12 hours & 5 minutes

21

US Social Networking:


Facebook LinkedIn Instagram Twitter Pinterest Google+ Snapchat Tumblr

170.

9

103.

2

99.1

85.3

70.5

63.4

55

37.1

142.

4

35.3

24.9 44

.6

34.4

27.1

1.3

25.5

204.

3

122.

7

112.

6

111.

4

92.4

80.5

55.6

55.2

Social networking by unique visitors in the millions:Mobile Desktop Total Digital Population

22

Mobile Penetration:


North America

Western Europe

Central & Eastern Europe

Latin America


Asia Pacific

Worldwide

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

81.40%

81.30%

71.30%

66.70%

40.80%

64.30%

63.40%

Mobile Penetration 2017:

23

Global Ad Spending by Format:


By 2020, this will increase to $215 billion

North America Asia Pacific Western Europe

Latin America Central & Eastern Europe


Worldwide:

$54.80 $51.60

$20.00 $3.10 $2.10 $0.90

$132.50

Global Mobile Ad Spending by Region in 2017 in Billions of Dollars:

24

US Mobile Properties 2016:


Google Facebook Yahoo Amazon Comcast/NBC Universal

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

Most Viewed Mobile Properties:

25

US Ad Spending by Format:


Banner Ads, Rich Media, Sponsorships

Video

Search

Messaging

Other

Total

$0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00

$21.82

$5.39

$23.02

$0.27

$2.27

$52.76

US Mobile Ad Spending by Format 2017 in Bil-lions of Dollars:

By 2020, this will increase to $77 billion

26

Top Mobile Apps in the US:


Facebook: Top Social App

YouTube: Top Entertainment App

Google Maps: Top Utilities App

Amazon Mobile: Top Retail App

27

Work Cited:• Magazine, Advertising Age. Advertising Age supplement B-to-B Marketing Fact Pack. N.p.: Advertising Age, 22 August 2016. Print*

• Magazine, Advertising Age. Advertising Age supplement Mobile Fact Pack. N.p.: Advertising Age, 17 October 2016. Print*

• Magazine, Advertising Age. Advertising Age supplement Marketing Fact Pack. N.p.: Advertising Age, 19 December 2016. Print*

*Also available online at adage.com

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