Will Digital Media Spend Surpass Offline Spend in 2018?
“From a macro perspective, marketers are coming into 2018 from a much better place than they did in 2017,” Bruce Biegel asserts. “2016 was flat; 2017 was a strong year for growth — slower than expected, but far better than we’ve seen in a while.” That momentum, Biegel said, will help drive 3.8% growth in U.S. offline media/marketing spending, a 15.2% jump in U.S. digital media spending, and a 5.7% increase in U.S. marketing data spending in 2018.

Biegel, senior managing director of Winterberry Group, shared the research and advisory firm’s in-depth review of marketers’ media spending in 2017, and a preview of expected spending for 2018, during the Direct Marketing Club of New York’s annual kickoff luncheon. Winterberry Group’s yearly outlook is based on an amalgamation of extensive research, including the firm’s own findings along with studies from sources such as Accenture, eMarketer, Forrester Research, IAB, IDC, JP Morgan, McKinsey, and PwC.

Despite the political upheaval in the United States, economic growth accelerated and marketing spending went along for the ride, Biegel said. Winterberry Group estimates 2017 annual U.S. GDP growth at 2.7%, and 2017 U.S. advertising and marketing spending growth at 2.9%. The firm predicts a 2.8% rise in the GDP in 2018, along with 4.8% year-over-year growth in advertising and marketing spending.

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