Research

Winterberry Group Report Quantifies Fundamental Marketing Shift as Spending Moves "Below-the-Line"

Faced with media fragmentation and escalating demand for measurable results, U.S. marketers are significantly shifting their spending from brand building to direct response-oriented promotional channels, according to a new report by Winterberry Group, a leading strategic consulting firm serving the direct marketing, marketing services and marketing technology industries.

The report was commissioned by V12 Group with findings based on Winterberry Group data and exhaustive secondary research from sources including the Direct Marketing Association, JupiterResearch, Universal McCann, Forrester Research, eMarketer and executive leadership in the marketing community.

Winterberry Group used historical data and a variety of forecasts to identify marketing spending trends. Among the findings:

• From 2003 through 2007, ATL advertising is expected to grow by an average of 5.5 percent per year, with BTL spending growing at 7.8 percent annually.
  
• ATL spending was expected to grow 5.6 percent in 2005, a full 1.7 percent behind overall marketing spending. The difference will be more pronounced in 2007, as ATL spending will grow just 4.6 percent for the year, compared with 7.3 percent overall industry growth.
  
• Led by interactive marketing - including search, e-mail and online advertising - nearly all BTL channels are projected to grow in excess of the 6.9 percent annual growth forecast for the whole industry between 2003 and 2007.
  
• A list of 7 trends that have impacted the transformation of above the line to below the line spending.
  

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