Global B2C & B2B Experiential Marketing Forecast 2024-2028

Description

PQ Media has released the 10^th edition of the Global B2C & B2B Experiential Marketing Forecast 2024-2028, the industry’s go-to source of the most comprehensive and actionable strategic intelligence covering experiential marketing spending, growth and key trends by global region, country, platform, channel and category for the 2018-2028 period.

While prior editions concentrated solely on consumer (B2C) experiential marketing, including consumer event marketing & sponsorships, the new edition has been expanded to deliver data and analysis of the business-to-business (B2B) experiential marketing sector and various vertical categories therein, including spending on trade show exhibit space rentals, conferences, seminars & virtual shows, trade show promotions, and attendance fees.

The major questions the new edition of the Forecast answers are whether the experiential marketing industry has fully recovered from the devastation of the peak of the 2020 pandemic, during which most live B2C and B2B events were cancelled. The short answer is, yes, by year-end 2024, PQ Media expects overall experiential marketing spending to reach $128.3 billion globally, up 10.5% from last year, compared to the prior peak spending level of $121.9 billion in 2019.

B2B experiential marketing will post stronger growth than B2B events, as this sector has taken longer to recoup from the pandemic. However, B2C experiential marketing is gaining all the headlines, with a surge in consumer sponsorships during the 2024 Paris Summer Olympics, and soaring expenditures on live consumer events during federal, state and local elections in 14 of the top 20 global markets, led by the United States.

Meanwhile, B2B experiential marketing experienced a spike in trade show vendors and attendees once the global recession and inflation fears subsided by mid-2023. Companies were asking for larger booths in 2024 and sending more executives to trade shows, conferences and seminars.

PQ Media understands you need a trusted research partner with a proven methodology to deliver critical market insights, deep-dive datasets and keen industry perspective to achieve your strategic growth objectives. Driven by our proven econometric methodology, proprietary databases and exclusive Global Opinion Leader Panel™, our experienced analysts provide comprehensive and actionable market intelligence to enhance your strategic planning, internal reporting, client presentations and tactical executions.

It’s essential for media stakeholders like you to have ground-level market research to benchmark current performance, understand critical PEST trends, and execute thorough comparative analysis to ensure your investment priorities are aligned with the best market opportunities. Accordingly, PQ Media has expanded its coverage further in the new edition of the Forecast, drilling deeper into the growing range of media channels leveraging the power of experiential marketing.

Our comprehensive industry definitions and segmentation, market sizing and analysis, and growth projections are designed to help you make smarter business decisions, particularly in the post-pandemic era.

We expanded our research coverage to include the following NEW actionable strategic intelligence:

• NEW breakouts of Business-to-Business Experiential Marketing by four channel (2018-2028), including Exhibit Space Rental Fees; Conferences, Seminars & Virtual Shows; Trade Show Promotions; and Attendance Fees;
• NEW breakouts of Business-to-Business Experiential Marketing by 13 industry vertical (2023), including Construction & Raw Materials; Education & Training; Entertainment & Recreation; Equipment & Manufacturing; Finance, Insurance & Real Estate; Food & Drink; Forestry, Mining & Energy; Government & Non-Profit; Healthcare & Medical; Media & Technology; Professional Services; Transportation & Warehousing; and Wholesale & Retail;
• Within B2C experiential marketing, we continue to provide breakouts of Consumer Event Sponsorships by category (2023) that was introduced in the 2022 report, including Arts; Associations; Causes; Entertainment, Tours & Attractions; Festivals, Fairs & Events; and Sports;
• Also, in B2C experiential marketing, we continue to provide breakouts of Consumer Event Marketing by category (2023), that was introduced in the 2002 report, such as College; Grass Roots; Mall & Nightlife; Virtual Events & Mobile Road Shows; and Sports & Entertainment;
• Continue to provide lists of the Top Experiential Marketing Operators in the United States and United Kingdom that was introduced in 2022 report;
• Recalibrated experiential marketing growth projections for YE 2023, YE 2024 estimates, and five-year forecasts out to 2028;

Experiential marketing is becoming a more important part of marketing campaigns because of better metrics and engagement with customers. In B2C experiential marketing, consumer event sponsorship growth is being driven by new venues accepting sponsorship deals, such as sponsored messages in sports arenas, floor spaces, uniforms, among others. Live consumer event marketing is growing faster than consumer event sponsorships because it gives brands exclusive access to target consumers, particularly younger demos at malls, college campuses and nightclubs, as well as more grassroots events being staged amid the increased concern caused by climate change.

In B2B experiential marketing, many of the gains reported by various industry verticals are directly tied to products at trade show booths and sessions at conferences & seminars that include an artificial intelligence or digital component. Booths are becoming more interactive and engaging using virtual reality demonstrations and personalized promotional product leave behinds that are produced using 3-D printers and artificial intelligence software.

PQ Media’s research teams spent an exhaustive amount of research time on the emerging trends coming out of the precipice of the global pandemic and the emerging technology developed since then, including valuable features in the new 10^th edition that will benefit your business during this critical strategic planning juncture in 2H 2023 and 1H 2024, including:

• Core PDF Report delivering 416 slides (up from 277 slides in the 2022 edition) that feature exclusive market data, analysis, charts, graphs, and in-depth profiles and rankings of the top 20 global markets spanning all four major regions;
• Deep-Dive Excel Databook providing 250,000+ datasets and data points (up from 150,000+ in the 2022 edition) drilling down into each country, sector and channel with coverage across the 2018-2028 period, including 2024-2028 growth projections;
• Drill-down market intelligence, datasets and growth forecasts of both major B2C experiential marketing channels – Consumer Event Sponsorships by category, including Arts; Associations; Causes; Entertainment, Tours & Attractions; Festivals, Fairs & Events; and Sports; AND  Consumer Event Marketing by category, such as College; Grass Roots; Mall & Nightlife; Virtual Events & Mobile Road Shows; and Sports & Entertainment;
• NEW drill-down market intelligence on B2B experiential marketing, datasets and growth forecasts of B2B experiential marketing by channel: Trade Show Exhibit Space Rental Fees; Conferences, Seminars & Virtual Shows; Trade Show Promotions; and Attendance Fees;
• NEW drill-down market intelligence on B2B experiential marketing by industry vertical: Construction & Raw Materials; Education & Training; Entertainment & Recreation; Equipment & Manufacturing; Finance, Insurance & Real Estate; Food & Drink; Forestry, Mining & Energy; Government & Non-Profit; Healthcare & Medical; Media & Technology; Professional Services; Transportation & Warehousing; and Wholesale & Retail;
• Detailed profiles of the top 20 global markets across all 4 regions – the Americas (ex., US, Canada); Europe (ex., UK, Germany); and APAC (ex., China, Australia);
• Exclusive rankings of the largest, fastest growing, and market share leaders among the top 20 countries and experiential marketing channels worldwide.

To download a FREE Executive Summary, Table of Contents and Sample Datasets from the new Global Experiential Marketing Forecast 2024-2028 fill out the short form that appears after you click the “Free Sample Download” button above. Please ensure your email address is correct because it will be used to send you the links to download your free report samples.