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1、Outlook for Advertising,Marketing and Data 2022:The Rally Will ContinueBruce Biegel,Senior Managing Partner January 20,2022AboutWinterberry GroupWinterberry Group is a strategic consultancy specializing in advertising,marketing,data,technology and commerce.With our deep industry,operational and M&A

2、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 increasing employee,clie

3、nt and shareholder value.2 2Looking Back at 2021:US Economy Rebounds;Marketing Investment AcceleratesBenchmark:2x GDP GrowthWhat a Difference a Year Makes42.3%-3.4%5.5%3.9%4.4%-4.8%21.5%11.8%2019202020212022PUS Marketing Spend Growth Benchmarked to GDP Growth2019 2022PUS Advertising/Marketing Spend

4、GrowthUS GDP GrowthForecastSource:Winterberry Group Spend Estimates(2022),S&P Global(2021)$361.2$377.0$358.9$436.32018201920202021US Annual Advertising and Marketing Spend2018 2021($BB)Review 2021:The COVID Recession of 2020 Led to an Advertising Onslaught in 20215Source:Winterberry Group Spend Esti

5、mates(2022)+4.4%-4.8%+21.6%Review 2021:Spend Not Only Eclipsed 2019 Levels,Analysts(including WG)Missed Forecasts With Continuous Growth Revisions6$233.6$224.2$182.2$196.0$127.7$152.9$176.7$240.4$361.2$377.0$358.9$436.32018201920202021Offline Marketing SpendOnline Marketing SpendTotalUS Marketing Sp

6、end on Offline and Online Channels2018 2021($BB)CAGRs(2018-2021):-5.7%+23.5%+6.5%TOTALSource:Winterberry Group Spend Estimates(2022)Review 2021:Spend on Offline Channels,Mostly Flat Pre-COVID Revised for 4Q20 Upward Revisions,Rebound Significantly In 2021Linear TV$60.1Addressable TV$2.9Radio$11.9New