• by Joe Mandese , Yesterday

Experiential marketing -- sometimes called "face-to-face" media -- has emerged as one of the fastest-growing segments of marketing expenditures, and is forecast to expand 10.3% this year, according to PQ Media's just-released "Global B2C & B2B Experiential Marketing Forecast."

While the growth is being led by big consumer marketing events, B2B experiential marketing is also growing at high single-digit rates. The segments are projected to grow 10.9% and 8.9%, respectively, this year.

“Experiential marketing is a vital part of marketing campaigns because of its ability to offer one on-one engagement with consumers that most other media platforms can’t offer," explains PQ Media CEO Patrick Quinn, noting: "Both B2C and B2B experiential marketing have increased consumer engagement by using technology incorporated into booth manufacturing that offer more interactive experiences through artificial intelligence, virtual reality, augmented reality, touchscreens, and 3-D displays.

"As mobile screen time continues to rise and in-home entertainment reaches saturation points, brands are increasingly focused on live experiences where attention is undivided and premium options are offered, such as VIP seating, high-quality screens, and smart-technology driven venues.”

Domestically, the U.S. is expanding at faster rate than the worldwide average, with U.S. experiential marketing expenditures forecast to expand 11.8% this year.