It is estimated that marketers will spend $1.3 trillion in 2020 on media and marketing services. By any measure, that is a great deal of money. Where will all those dollars go?

If we look at the total amount spent on consumer marketing, how does it break down by type of spend, intended distribution channel and region? For example, type of spend could be broken down into content creation, targeting, production/delivery, and validation. Distribution channel could be broken down into different forms of media (internet, TV, radio, magazine/newspaper, etc.) versus marketing services (sales promo, telemarketing, direct mail, events, etc.). The “internet” category is important enough that it merits further breakdown (e.g., search, video, desktop web, mobile web, app, etc.). How much of these costs were paid directly by marketers versus purchased through agencies, and what was the associated markup?

This data set should be built out by geography, starting with US/NA, then Europe, etc., and finally global. This is a top-down analysis. The resulting data set and analysis will provide groundbreaking visibility into the world of consumer marketing.