Petroc Taylor
Research expert covering global developments in the use of data
Get in touch with us nowIn 2023, IBM invested 1.23 billion U.S. dollars into advertising and promotion worldwide. While global advertising spending has generally risen consistently since 2012, IBM’s advertising spending has remained relatively stable. IBM's revenue trended downward in the decade following 2011, though it increased in 2021, it went back to show a decrease trend in 2022 and 2023
Where does IBM use its advertising spending?
IBM specializes in B2B marketing campaigns, with several notable successes in recent years. In 2011, for example, IBM put its supercomputer project Watson on popular game show Jeopardy where it competed against two previous champions. Watson won with a wide margin, and became known in U.S. pop culture, providing IBM with much coverage of their new product. Additionally, IBM has a long-term brand relationship with the U.S. Open tennis Grand Slam tournament and the Masters golf tournament, using sports sponsorships to strengthen IBM’s brand visibility and promote their technology, data analytics, and cognitive computing capabilities.
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