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Investments in brand building are undergoing structural changes. In particular, the growth of strategic marketing within firms and the growing importance of mobile devices and digital video have increasing influence on advertising media expenditures. As consumers change how they seek and receive information in the digital age, companies are adapting to stay current with this new environment. In the United States and other advanced economies, companies are purchasing less advertising in traditional media and spending more in-house on strategic and content marketing. Developing economies, on the other hand, have slightly increased their spending on advertisement, partly because as those countries grow richer so does their pool of sophisticated consumers.