For the 12th consecutive quarter, the IPA’s Bellwether report for July, August and September 2016 revealed growth in experiential marketing spending among brands.
Mirroring the second quarter (Q2) report, experiential again showed the biggest increase in investment of any marketing discipline. At 9.9%, the rise was the second highest recorded in four years of data collection, below Q2’s 13.4% jump, with almost a quarter of survey respondents posting an increase in their experiential budgets.
With respect to other disciplines, internet budgets rose +9.5%, with search/SEO recording a net balance of +7.3% for Q3, but mobile posted a -2.6% decline. Direct marketing budgets were also revised up at +4.9%. Main media advertising recorded a net fall in budget over the quarter, as did PR, market research and sales promotions.