PDF MARKETING FACT PACK 2018

$1T 2018 worldwide media and marketing spending, topping trillion mark

38 percent Internet's projected share of U.S. ad spending in 2018, bigger than TV

MARKETING FACT PACK 2018

198,500 U.S. ad agency employment, lowest level in two years

$1,354 U.S. media and marketing spending per person in 2018

Sponsor:

What Will You Do to Get Closer to Your Customers in 2018?

The new year is a time to reflect, repair and refresh. What kind of brand do you want to be in 2018? What will you do differently to better serve your customers? Will you be customer obsessed?

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The Big List4

10 key stats

Procter & Gamble is world's biggest advertiser. Comcast is top U.S. spender

Marketers6

Ad spending: Forecasts through 2020

U.S. and worldwide media spending growth

U.S. market leaders

Ad spending and share figures

Biggest advertisers

In the U.S. and worldwide

Ad spending: 2018 breakouts

U.S. and worldwide media and marketing-services spending

Media16

Share of U.S. ad spending by medium

Including mobile's share of internet ad spending

Biggest TV networks and programs

Ad spending and audience ratings

Cost for a 30-second commercial

Football is priciest spot for ads

Digital media platforms and properties

Share of digital media time by platform. Unique visitors for top properties

Agencies24

World's largest agency companies and networks

WPP is biggest company. Accenture Interactive tops the network chart

U.S. agency growth rates

Revenue for U.S. agencies from all disciplines grew 4.4 percent in 2016

Biggest agency ventures by category

Companies, networks and agencies

Digital's share of agency revenue

Digital accounted for nearly 47 percent of agencies' 2016 U.S. revenue

Consumers28

Population and consumer con idence

Demographics and consumer sentiment

How consumers watch TV

Binge watching. Multitasking. Cord cutters

Jobs34

U.S. ad agency and internet media employment

Ad agency staffing is at a two-year low

Media employment

Internet media's share of media jobs has more than tripled since 2007

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Marketing Fact Pack 2018

Produced by Ad Age Datacenter. Published December 18, 2017 datacenter

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Important to Important People

3

Marketing Fact Pack 2018

THE BIG LIST

10 key stats on the world of marketers, media and agencies

1. Procter & Gamble Co.

$10.5 BILLION World's biggest advertiser

Ad and marketing spending in year ended June 2017

2. Comcast Corp.

$5.6 BILLION Nation's biggest advertiser

2016 U.S. ad, marketing and promotion spending

3. Billion dollar spenders

Marketers with 2016 worldwide

98ad spending of at least $1 billion

5. Media spending

$558 BILLION 2018 world forecast

+4.3 PERCENT

$204 BILLION 2018 U.S. forecast

+3.3 PERCENT

4. Geico

$1.4 BILLION Most-advertised U.S. brand

2016 measured-media spending

6. Internet ad spending

$203 BILLION 2018 world forecast

+11.3 PERCENT

$78 BILLION 2018 U.S. forecast

+13.1 PERCENT

7. Google

247 MILLION Biggest U.S. digital media property

Unique visitors in October 2017 (all Google sites)

8. TV

Time spent watching TV in 2016,

2.5 HOURS A DAY Americans age 15+

9. WPP

$19.4 BILLION World's biggest agency company

2016 revenue

10. Accenture Interactive

$4.4 BILLION World's biggest agency network

2016 revenue

Source: Ad Age Datacenter.

4

Ad AgeDecember 18, 2017

"Our ability to reach

consumers is intimate and

therefore a privilege."

DENISE KARKOS CMO TD Ameritrade

WHAT WILL YOU DO TO GET CLOSER TO YOUR CUSTOMERS IN 2018?

"At TD Ameritrade, we strive to deliver a "high tech, right touch" client approach across all channels. The only way to truly do this well is to build the right CRM strategy, systems and processes. This is no small feat and we're early in our journey, but we are driven to keep up with the benefits that technology provides. If we can tackle the operational pieces, then we believe it's a dream playground for today's marketer. Because that's where the art of our craft comes in. We invest a tremendous amount in research to ensure we stay close to consumer sentiment as it evolves. We understand our role in a consumer's life and must respect when and how we show up. Our ability to reach consumers is intimate and therefore a privilege. We want to earn trust by communicating one to one and with heightened relevance."

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