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Campaign UK: Marketers Set to Accelerate Spend on Experiential

Campaign UK: Marketers Set to Accelerate Spend on Experiential

More than half of chief marketers will spend at least a fifth of their budget on experiential in the near future

5/30/17 — From Campaign UK: "One thousand chief marketing officers and brand managers in Europe, North America and Asia were polled by brand experience agency Freeman and data solutions and research provider SSI about where they expect to direct their resources...

"Globally, 51% said they would spend more than a fifth of their budget on experiential in the next three to five years, compared to just 31% who do so currently. The bulk of these – 37% of those polled – said they expected to spend between 21% and 50% of their budgets on experiential. Meanwhile, 14% said they would spend more than half of their budget on brand experience – but this compares to 18% who do so already, suggesting marketers increasingly see experiential as a major part of a mixed strategy, rather than a single dominant channel."


 

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