A report from the research firm Outsell has been released. This is their annual advertising and marketing study, which looks at digital media spend trends for 2016. They conducted a survey of 1500 B2B and B2C marketers throughout the United States, which touches on 36 spending categories.
The report found that in 2016 the total digital spend should be roughly $228 million, which translates to about 49% of the marketing and advertising in the US. The top three channels for marketing include Websites, Television ads and email marketing, which combine to a total of $170 billion.
Not surprisingly, mobile was the category that was growing fastest moving up by about 38% to 10% of total marketing budgets. Websites are the biggest category now at $76 billion, edging out television ads that command $66 billion.
Virtually every digital category showed significant growth. Traditional marketing options such as print magazines and newspapers continue their decline, as expected. You can see the spending by category in the below image from Outsell:
