Gartner Research

Survey Analysis: How Companies Stack Up in Prioritizing Digital Advertising Investment

Published: 05 January 2017

ID: G00322203

Analyst(s): Haixia Wang, Anna Maria Virzi


About 40% of marketing leaders surveyed say digital advertising is a top five investment area, and nearly two-thirds plan to increase spending in 2017. Marketing leaders can use this research to see how their digital advertising spend stacks up against industry peers with similar traits.

Table Of Contents

Survey Objective

Data Insights

  • Seventy Percent of Marketing Leaders Who Are Immersed in Digital Marketing Say Digital Advertising Is a Top Five Investment
    • Vertical Industry: Fifty Percent of Marketers in Travel and Hospitality Make Digital Advertising a Top Five Investment Priority
    • Business Type: Only One-Third of B2B Marketers Select Digital Advertising as a Top Five Marketing Investment
    • Degree of Digital Marketing Integration: There Is a 38% Gap Between the Lowest and Highest
    • Marketing Maturity: Marketers With More Instrumental Responsibility Are About Twice as Likely as Those With Less Responsibility to Invest in Digital Advertising
  • Nearly Two-Thirds of Marketers Plan to Increase Their Digital Advertising Budget in 2017, and Organizations Reporting a Well-Developed Digital Strategy Again Take the Top Spot
    • Vertical Industry: Seventy-Three Percent of CPG and High-Tech Companies Plan to Increase Digital Advertising Spend in 2017
    • Company Size: Seventy-One Percent of Companies With Annual Revenue of $1 Billion to $2 Billion Plan to Increase Their Digital Advertising Budget in 2017 Versus 50% of Those With Annual Revenue of $250 Million to $500 Million
    • Business Type: Fifty-Eight Percent of B2B Companies Plan to Increase Digital Ad Spending in 2017, 7% Lower Than the Average
    • Degree of Digital Marketing Integration: Eighty-Seven Percent of Marketers With an Immersed Digital Strategy Indicate a Planned Budget Increase in Digital Advertising
  • Methodology
  • Definitions

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