Spend on experiential marketing is up as brands respond to consumers' growing appetite for real-world experiences, driving marketers to prioritize live events.
Event budgets saw a considerable boost, marking the strongest quarterly increase in the survey's 11-year history, with forecasted continued growth into 2024 and 2025.
Marketing leaders suggest that the increase in event spending is in response to the oversaturation of online ads, creating a need for memorable real-life experiences amidst digital clutter.
Despite the desire to escape screens, data shows that many event attendees share videos and images from their mobiles at events, indicating a blend of real-life experiences with digital interaction.
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