A new study by ANA (Association of National Advertisers), in partnership with PQ Media, revealed that the investment in brand activation in 2015 increased by 5.5% and is expected to reach nearly US$560 billion in 2016, a 6% growth. This accounts for almost 60% of advertisers’ budgets.The name of the study is The U.S. Brand Activation Marketing Forecast 2016 and is the first market research that defines, segments and analyzes according to platform, channel and end-user sector. The research was presented on Thursday April 21st at the 2016 ANA Brand Activation Conference.The report also estimates that activation spending will exceed US$740 billion by 2020. “This report is groundbreaking in that it represents the first comprehensive examination of this industry” said Liodice, ANA President and CEO. The study defines brand activation marketing as “the convergence of media platforms and channels to shape the way consumers experience brands by employing actionable marketer insights and strategies to bring a brand to life. What defines strong brand activation is the way they are used together, and with traditional media, to drive results through consumer behaviors and/or actions.”The possibilities for brand activation investment include: relationships with consumers, influencers, content, experiential, and retailer marketing. Patrick Quinn, President and CEO of PQ Media, feels that “strong brand activation marketing will develop emotional connections with target audiences to drive brand loyalty”.
