PPB June 2018

2017 U.S. Advertising and Marketing Growth | FEATURE U .S. advertising and marketing revenues increased 3.2 percent in 2017 to $470.52 billion, as slower growth in traditional media due to the lack of major political and sporting events was offset by stronger growth in digital and alternative media, according to PQ Media (www.pqmedia.com) . Digital media growth was fueled mainly by mobile channels, such as smart technology, videogames and social media, accentuated by expanding non-traditional media like influencer marketing, content marketing and branded entertainment. Key growth drivers included brand marketers leveraging non-traditional channels to connect with younger demographics, including sponsorships of sports stars and online video celebrities, the use of product placements in original programs streamed on over-the-top video services, and positioning of mobile beacons and proximity services at retail and hospitality venues. Meanwhile, business-to-business marketers cultivated industry opinion leaders to drive mobile, social and online media conversations via influencer and content marketing tactics, such as word-of-mouth campaigns and sponsored webinars, according to PQ Media’s Global Advertising & Marketing Revenue Forecast 2017-21 (www.pqmedia.com/gamf2017.html ). Breaking down U.S. media revenues, the marketing sector grew five percent to $285.51 billion, but advertising media increased only 0.5 percent to $185.01 billion. Television revenue was the largest of the 13 advertising and marketing silos tracked by PQ Media in 2017 (see Table 1), reaching $93.80 billion, while entertainment media grew the fastest, surging 24.5 percent. It was also a strong year for promotional products, which ranked sixth in size and fifth in growth, rising 9.3 percent to $23.3 billion. | JUNE 2018 | 61