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April 21, 2022

How Marketing and Digital Ad Decision-Makers Worldwide Expect Their Company's Media Ad Budget to Change, by Marketing Tactic, Nov 2021 (% of respondents)

Note

Respondents were asked, "How do you expect your organization's media advertising budget across the following to change over the next 12 months?"

Methodology

Data is from an April 2022 Forrester Consulting report titled "The Workday Consumer Has Logged In" commissioned by Microsoft. 5,329 employed consumers worldwide ages 18-64 were surveyed online during November 2021. Respondents had made an online purchase via desktop/laptop in the past 6 months and were located in Australia, Canada, France, Germany, India, Italy, Netherlands, Spain, the UK, and the US in a job type of business function (21%), professional services (20%), general management (17%), finance professional (13%), engineer/researcher (10%), or other (12%). In addition, 1,301 marketing and advertising decision-makers worldwide were surveyed during November 2021. Respondents were in the job position of director (65%) or VP/head (35%), at a company with 100 or more employees with a job function of marketing (54%) or advertising/digital advertising (46%) from the travel, retail, financial services, and automotive/transport (25% each) industries.

Featured In

The New York Times loses ad revenue in Q2, a bad omen for digital media Bloomberg tries a different ad model than other publishers

Sources

Microsoft

Forrester Consulting

Chart Title

How Marketing and Digital Ad Decision-Makers Worldwide Expect Their Company's Media Ad Budget to Change, by Marketing Tactic, Nov 2021 (% of respondents)