Among talks of an economic recession, around one-third of global brands planned cuts in their media budget in 2023. According to the survey, reductions in advertising and marketing expenditures are more likely to happen in Europe, the Middle East, and Africa, with 32.5 percent of the respondents in the region planning to slightly or significantly decrease their budgets compared to 2022. In the Asia Pacific, roughly 15 percent of the respondents reported intending to lessen investments in advertising and marketing.

A survey conducted among global brands revealed that talks of a recession in 2023 influence their media budget decisions. Nearly 75 percent of the multinationals surveyed agreed or strongly agreed that an economic crisis is taken into consideration when planning advertising and market expenditures for 2023.

Among talks of an economic recession in 2023, global brands showed divided expectations for their media budget planning. According to the survey conducted among 41 multinationals, 29.3 percent of respondents plan to slightly or significantly decrease their expenses with advertising and marketing in 2023, compared to 2022. On the other hand, another 29 percent intend to slightly or significantly increase their media budget. About 40 percent of the brands surveyed plan to keep their media investments at the same level as in 2022.

Survive, exploit, disrupt : action guidelines for marketing in a recession is a book. It was written by Peter E. Steidl and published by Wiley in 2012.

During a survey in Mexico, nearly two-thirds (or 63 percent) of responding advertisers mentioned inflation could impact their advertising spending decisions in 2024. Meanwhile, 54 percent of the interviewees cited possible economic recession as a factor that could influence their ad budget.

In the face of an upcoming recession in the United States, roughly 25 percent of B2C small businesses in the country plan to outsource marketing and advertising activities, according to a survey conducted in 2022. The share was lower among B2B businesses: 14 percent said they plan to partner with third-party agencies for marketing and advertising.

Exhibition Stand Market size was valued at USD 51.55 Billion in 2023 and is expected to reach USD 73.98 Billion by 2031 with a CAGR of 5.29% from 2024-2031.

Global Exhibition Stand Market Drivers

Increasing Trade Shows and Exhibitions: A growing number of trade shows, expos, and exhibitions across various industries drive demand for exhibition stands. Businesses use these platforms to showcase products and services, network, and engage with potential customers.

Rising Marketing Budgets: Companies are investing more in marketing and advertising, which includes creating impactful exhibition stands. The shift toward experiential marketing, where customers engage with brands in person, supports this trend.

Global Exhibition Stand Market Restraints

Economic Downturns: Economic instability or recession can lead to reduced marketing budgets for companies. Businesses may cut back on participation in exhibitions or opt for less expensive stand solutions.

Digital Transformation: The rise of virtual and hybrid events can reduce the demand for physical exhibition stands. Companies may choose to invest in digital marketing more than in traditional trade shows.

According to recent market data, it was calculated that in 2022 newspaper ad spending worldwide is expected to decrease by 5.2 percent compared to 2021. This medium has been receiving less attention from advertisers since 2008, with the second highest drop a year later, most probably as a result of recession. In 2020, when the coronavirus broke out, newspaper ad spend experienced the largest negative growth to date.

The Chinese Twitter-like platform Weibo reported that its advertising and marketing revenue was down four percent at 1.5 billion U.S. dollars in 2023. The company cited the COVID-19 pandemic and economic recession as the major reasons for a low advertising demand.

The South African advertising industry is projected to grow from 1.35 billion U.S. dollars in 2011 to 3.24 billion U.S. dollars by 2023, owing to factors such as the growing number of advertising agencies, increased advertising spend by enterprises and the growth in digital and mobile advertising. Although TV and video was the largest medium in 2019, internet advertising is expected to account for the major share in the medium term, owing to growing internet penetration and the increasing number of mobile internet users. In fact, mobile advertising revenue is projected to grow over two-fold between 2018-2023. In terms of ad spend, Shoprite Holdings is the highest spender, with a total spend of nearly 1.48 billion South African rand in 2017-18. Clientele Life, followed by Unilever South Africa, Outsurance Insurance and Coca Cola South Africa follow suit respectively. The Omnicom media group is the leading advertising agency, having garnered 582 million U.S. dollars in 2017, followed by the Media shop and Mindshare. Advertising industry likely to experience recession in the short term Industry experts predict that a recession in the advertising sector is highly probable as enterprises all over the world are reducing their ad spend and postponing ad campaigns, owing to Covid-19. According to data from the World Federation of Advertisers, nearly 81 percent of large advertisers are deferring planned ad campaigns, including Coca Cola, Unilever, Visa and Airbnb.

Shiseido Co revisits its profit projections for the next two years as Chinese sales slump. Discover their strategic adaptations.

During an online March 2023 survey among business-to-business (B2B) marketers in the United Kingdom (UK), 41 percent of respondents stated that economic recession was the primary driving force of the marketing budget changes. Inflation and rising interest rates followed with 39 and 37 percent, respectively. According to the same study, 45 percent of respondents reported significantly or slightly reduced marketing budgets.