General advertising spending to increase in 2016
According to research conducted by PricewaterhouseCoopers, over one quarter of CEOs surveyed said they will focus their budgets on advertising over the course of this year (1). Of these individuals, 28 percent cited advertising and marketing as a high area of investment for Q4 in 2015. This is a 13 percent increase from Q1 in 2015 and these trends are expected to rise into 2016 and beyond. However, as advertising investments rise, IT investments have dropped from 33 percent in Q1 2015 to 27 percent by Q4. While corporate spending on digital security has dropped, advertising sales have risen greatly.
These statistics point to the fact that companies, B2B marketers and CEOs are more likely to invest in digital advertising, mobile marketing, content marketing and inbound marketing today than in previous years. They are also more likely to spend on digital media. According to the CMO Council, digital advertising was listed as the fastest-growing marketing category in 2014, with a 16.1 percent increase in total spending (2).