1、Outlook for B2B Advertising and Marketing 2023:Clouds On The Horizon or Steady Growth?Bruce Biegel,Senior Managing PartnerJanuary 26th,2023AboutWinterberry GroupWinterberry Group is a strategic consultancy specializing in advertising,marketing,data,technology and commerce.With our deep industry,oper

2、ational and M&A expertise,we bridge strategic growth and tactical execution.Our market insight and intelligence provides unprecedented speed to action.Through our highly collaborative approaches,we enable knowledge transfer and actionability,giving our clients a competitive edge and driving increasi

3、ng employee,client and shareholder value.2 2Looking Back at 2022:Economic Headwinds and Marketing TransformationWhy Did the Hyper Growth of 2021 Fizzle in 2022?4Inflation soared primarily driven by the supply sideInterest rates increased 7 separate times as the Federal Reserve fought to stem rising

4、inflationEquity markets worst year since 2008-2009,mortgage rates stalled,housing market boom Unemployment stayed low,as the supply of workers remained constrainedFear of a recession came back into the conversation for 2H 2022 into 2023Consumers,faced with higher costs slowed spending growth,GDP gro

5、wth slowsReview 2022:Advertising and Marketing Spend Reached$49BB,16.8%Y/Y Growth Outpaces the Broader Market5Source:Winterberry Group Spend Estimates(2023)Note:Media spend includes ad and marketing spend on traditional/offline channels,digital channels and events/sponsorships;excludes spend on agen

6、cies/services,lead gen,demand gen(B2B),data and data platforms$50.41$34.64$42.73$49.92$376.6$363.8$439.7$480.82019202020212022%B2BB2C13.4%9.5%9.7%10.4%Total US Ad and Marketing MediaSpend%YoY-3.4%+20.8%+9.4%US Total Annual Advertising and Marketing Media Spend,%B2B2019-2022($BB)Experiential/Event&Sp