Digiday+ Survey Roundup: Cookies, Platforms and the Economy Will Rule 2022

• 71% of brands and agencies somewhat or strongly agree that the ability to measure ads in a post-cookie world is a concern.
• 56% Three brand and agency experts say they are actively preparing for the retirement of third-party cookies by reviewing their measurement and attribution frameworks.
• 54% Three agency and brand pros say Apple stands to gain a little more from banning third-party cookies.
• 50% Google said to get twenty three% Google said it would lose a bit.
• 55% Three respondents to Digiday’s survey said Facebook will suffer some or significant losses after third-party cookies go away.
• 76% Advertisers will lose a lot, 8 agency and brand pros say.
• 54% of publisher respondents said Google would benefit from phasing out third-party cookies in the spring. 33% In summer.
• The largest percentage of publishers think Google will lose 46% compared to summer 29% in spring.
• that’s all one third 80% of agency and brand respondents said this summer that Google would benefit after the cookie is gone. half I am a spring responder.

And here is the chart that tells the story:

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Platforms play a complex role for publishers and marketers

Digiday readers also invested in how agencies, brands and publishers used the platform this year. This is not surprising given the dynamic nature of platforms and their role in media and marketing. From a deep dive into how publishers used social media this year, to trend data tracking the platform’s success for brands and agencies’ marketing strategies, Digiday+ Research’s findings on the platform are the same as the platform itself. proved to be very diverse.

Below are the main stats for the platform this year.

• just more than half Percentage of brand and agency professionals who believe Facebook will drive their marketing success.
• 99% of publishers said their title posted content to Facebook in the past month.
• 74% of publisher pros say their titles post content to Facebook every day.
• 75% Percentage of publishers who said their title bought ads on Facebook in the past month.
• twenty five% publisher exec says Facebook is “extremely valuable” in building brands for titles. 19% last year.
• In 2022, 83% Percentage of publishers who said their title posted content to YouTube in the last month 67% 2021 years.
• 29% of publishers say they invest heavily in creating original content for YouTube. 26% on Facebook and Instagram, respectively. 19% with TikTok 13% on Twitter.
• 15% of publisher pros say YouTube is invaluable in driving revenue for their titles. 7% last year.
• 79% Four agency pros say Instagram is a good fit for their clients’ brands. 88% last year.
• Agencies who say Twitter is a good fit for their clients’ brands 62% last year 54% this year.

Here are the charts that tell the story:

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the economy finally shaped the year

No end of the year is truly complete without mentioning the economy and the impending recession. It wasn’t a major topic until later this year, but by Q3 Digiday+ Research surveyed both sell-side and buy-side experts on the topic. The findings were not at all surprising. The economic environment heading into 2023 is pessimistic but uncertain. Media companies and marketers alike will tread an uneven landscape into the next year.

Here are Digiday’s key stats on how marketers and publishers are feeling about the economy:

• 67% of publishers say they agree there will be a recession within the next six months, 65% Respondents agreed that there would be a recession within the next 12 months.
• 35% of publishers said they did nothing in the third quarter to prepare for a recession.
• 45% of publishers say the majority of their revenue this summer came from direct-sold advertising. 59% last winter.
• 56% of publisher pros say they will focus heavily on building direct selling ads in the next six months, making it a top focus for publishers in the face of the recession.
• 85% Publisher Pros say they agree the economy will hurt ad sales over the next year.
• 44% of publishers say they disagree with more aggressively discounting ad prices in the face of a recession.

And here is the chart that tells the story:

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Honorable Mention: Amazon and Netflix

Two big names worth mentioning in this round-up are Amazon and Netflix, both of which have attracted strong interest from Digiday’s readers this year. Before Netflix launches its advertising service in the fall, Digiday+ Research said in April that: two-thirds 80% of brand and agency pros would buy ads on Netflix if offered. More precisely, 37% Answer that you will definitely buy Netflix ads, 29% That number will likely rise as ad-supported Netflix’s actual debut approaches.

Meanwhile, Digiday+ Research found this year that there’s a big difference between the trust brands and agencies have in Amazon to drive their marketing successes and how much those groups actually spend on advertising. discovered. yet. Speaking of brands, twenty four% They believe Amazon drives their marketing success. 7% says it spends the majority of its marketing budget there. The same is true for agencies. Five% Clients spend most of their advertising budgets on Amazon, almost half Six agency experts say they believe Amazon helps their clients’ marketing success.

These charts tell the story:

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