The trends of investment in marketing and advertising They have closed the first half of this year with positive figures, but they face a negative evolution towards the end of the year. The results of the 30 Trend Score Barometerdriven by the Spanish Association of Advertisers (AEA) and Scopenpredict a scenario of instability for the end of the year.
The report analyzes the evolution of investments in marketing and advertising every six months and on this occasion has taken into consideration the surveys of 131 professionals of marketing, media and advertising of Spanish advertising companies, with investment in communication of more than 300,000 euros. These were carried out at the beginning of October.
Investment in advertising has closed the first semester at 1.3 points
The data relating to the first half of 2024 indicate stability, despite the complex economic and political-social situations. Thus, according to the report, the marketing investment trend has closed by 0.4 points, experiencing slight growth compared to the second half of 2023. In the case of advertising, investment has grown to 1.3 pointsfrom 0.1 previously
However, the figures look much less promising for the end of this year. In this sense, they cast an expectation of marketing investment located at 0.1 points and -0.3 points at advertisingwhich would mean the end of three consecutive waves of positive figures for both indicators.
Expectations for the second half of 2024
As stated in the report, marketing investment expectations for the second half of 2024 are marked by some stabilitysince 57% of those surveyed consider that investment will remain similar to the first quarter.
Furthermore, the percentage of professionals who consider that they will reduce their budgets decreases, from 23% in the second half of 2023 to 19% currently. However, so do those who believe they will increase investments, from 39% to 25%.
The investment, as is usual, will not be distributed in the same way between the different areas. 74% indicate that their budget for Investigation will remain stable, while 15% will make significant reductions. Around 11% will make significant increases. In the field of Advertising43% of those surveyed indicate that they will keep their budgets stable; while 30% will opt for increasing them moderately. And in the section of Promotion, 54% opt for stability, while 27% foresee increases.
Likewise, the distribution of the investment will not be the same depending on the different disciplines. The report highlights the greatest budget growth in digital areas. Thus, respondents point to stability in general, but more marked in areas such as advertising BTL. On the other hand, they point out more notable increases in digital content and creativity, as well as media buying.
Closing of the first half of 2024
Regarding the end of the first half of this year, 31% of those surveyed indicate that they have increased their investments in marketing, which represents a slight decrease compared to the same period of the previous year (32%). On the other hand, those who have registered declines have also decreased, going from 19% to 18%. In this sense, stability dominates among 51% of professionals.
Focusing on the disciplines, stability also reigns. Especially in Investigationwhere 71% of professionals report maintaining their budgets; and in Promotionwhere the figure reaches 59%. Instead, Advertising has been more favored, with 41% indicating stability in investments and 36% indicating increases of between 2% and 10%.
As is usual, the report highlights that the greatest budget growth has occurred in the digital areas. Stability is seen in BTL advertising; and in content and digital creativity. For its part, media buying has experienced a more positive closing.
The Trend Score also collects the ROI per perceived channel by the professionals. Linear television takes the lead, above Search or Online Video, and following the line of previous editions of the barometer. OTTs, press and magazines are the channels with the lowest perceived ROI.
This, in part, aligns with the investment destined for the different actions, a list led by Video (27.5%), followed by Search (26.5%) and Display (21.3%).
And beyond the media, user experience has dominated the investment of marketing professionals (65%), above artificial intelligence (63%) and process automation (62%).
More info: Trend Score – Second semester 2024
