[ad_1]
So far, Digiday+ Research has shown plenty of optimism among agencies this year. They believe their revenue will increase, their clients will spend more on advertising, and their company will outperform the industry as a whole.
But a survey of 79 agency professionals conducted by Digiday in December found that, despite most agencies ramping up their offerings in 2022, agencies are actually spending significantly less on advertising this year. We do not anticipate a significant increase.
The percentage of agency professionals who expect advertisers to spend more this year plummeted from last year, according to a Digiday survey. This year, just over a third of her respondents (39%) said that advertisers would agree to increase her spending in 2023. This is a big difference from 2022, where 4 out of 3 he said yes (76%). Meanwhile, the percentage of agencies who disagree with his ad spend increasing in 2023 jumped to 38% from just 2% in 2022.
And a closer look at the data reveals that the notable difference in this case is not simply in the middle (i.e. strongly agree and strongly disagree), as we have seen in previous studies. not, somewhat agree, somewhat disagree). This year, the agency expects his 2023 ad spend to be different across the board, with results largely pointing to an overall decline in ad spend this year.
For example, nearly a quarter (23%) of respondents to a Digiday survey last year said they strongly agree that advertisers will spend more in 2022. This year, that percentage has dropped to his 6%. Meanwhile, the difference between last year and this year is he 20 percentage points among agencies whose advertisers have agreed to some extent to increase their spending over the next year. % said yes this year.
Conversely, the percentage of respondents who said they were somewhat disagreed with advertisers spending more this year was significantly higher than last year. More than a third of her agency professionals (37%) said they somewhat disagreed with advertising spending rising in 2023, compared with just 2% last year.
Despite this somewhat pessimistic forecast for 2023 ad spending, we already know that most agencies have actually increased their full-time staff in 2022, and many will also increase the number of services they offer. It has been found that
In fact, there was no significant change from 2021 to 2022 in terms of the percentage of people who increased their services. He told Digiday that 62% of agency professionals will increase the number of services their company offers in 2021. % he said yes in 2022. This highlights the sheer number of agencies that said they expanded their offerings last year, even though they expect little ad spend growth in 2023.
There are some notable changes in terms of agency offerings in 2021-2022. Specifically, the percentage of agencies that say they are keeping the number of services they offer constant (i.e. not ramping up or down) is up from a third in 2021. And, quite surprisingly, in the face of declining advertising spending, respondents in his DIGIDAY survey in December 2022 said their agencies had reduced the number of services they offered somewhat or significantly. was zero. In other words, he didn’t have a single agency pro who chose either option that would indicate a decline in service in 2022.
[ad_2]
Source link
