US B2B Advertising and Marketing Budgets to Rise to $161B in 2016, as Face-to-Face Events Grow

BURLINGAME, Calif. - March 24, 2016 - PRLog -- Outsell, Inc., the world's only research and advisory firm focused on media, information, and technology, today released results of its 11th annual B2B Marketing and Advertising Study, which analyzes the investments, strategies, and challenges of Chief Marketing Officers across the US.  Outsell's Annual Advertising and Marketing Study 2016: B2B Advertising report shows an overall 5% increase in business-to-business (B2B) spending, to $154 billion in 2016, with marketers spending $1.5 billion more annually on search engine marketing.

Among other findings this year:

·        At $83 billion, digital B2B spending outweighs other B2B investments by 2x or more, and companies' own websites captures the biggest piece of the pie. Mobile marketing represent the fastest-growing digital B2B segment with year-over-year growth of 25%.

·        After B2B digital comes print ($37.2 billion and resuming its slow decline); in-person events ($26.1 billion); TV, radio, and movies ($8.2 billion); and PR, out of home, and other marketing ($6.5 billion).

·        Tradeshow and exhibition spending will rise 6.3% in 2016, signaling digital fatigue and the desire to convene in person.

·        Direct-to-customer (D2C) marketing represents $76.9 billion, holding steady at 47% of total B2B advertising and marketing spending, placing the onus on media companies to reclaim revenue that no longer must pass through their channels.

"Counter to the torrent pace of mobile, markets have a growing desire for more face-to-face interaction." said Outsell's (http://www.outsellinc.com/) Michael Balsam, VP & Lead Analyst for business-to-business trade publishing, data-driven workflow solutions, and events. "Events fill this need and present a point of convergence for community, community, commerce, content and professional certification."

Outsell's research offers the most comprehensive insight into US advertising and marketing spending. Based on an analysis of over 4 million data points from more than 11,000 advertisers, it provides a complete illustration of the capital flow, including external costs (vendors, technology, etc.) and internal investments (i.e., staffing). The data is segmented by industry, company size, and B2B/B2C spending to provide benchmarks for marketers and show long-term trends. Overall, the research (https://www.outsellinc.com/search/d7entity/51177) looks at spending in 36 categories, from television and direct mail to in-person conferences.

For media inquiries, please contact Dawn Ringel, Warner Communications, at dawn@warnerpr.com, or call +1 781-449-8456.

For more information about this report, please contact Srini Gomatam at contact_us@outsellinc.com, or call +1 650-342-6060.

About Outsell, Inc.

The rapid convergence of information, media, software and technology is reshaping businesses every day. Enter Outsell, Inc. (http://www.outsellinc.com/), the only research and advisory firm focusing on these three sectors. As the trusted advisor to executives, our analysts turn complexity into clarity, and provide the facts and insights necessary to make the right decisions. Our proven blend of big data, research, proprietary intelligence, and exclusive leadership communities produces tangible results and a strong ROI. We promise to deliver "wow" and ensure clients stay more focused, save time, and grow revenue in a fast-changing digital world.