Agency Clients More Interested in Digital Advertising - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Agency Clients More Interested in Digital Advertising

Agencies and marketers plan to increase spending on digital

March 15, 2016

Digital ad spending will surpass TV next year, eMarketer estimates. And according to February 2016 research, US ad agency professionals say their clients are more interested in digital advertising than last year.

Change in Their Clients' Interest in Digital Advertising According to US Ad Agency Professionals, Feb 2016 (% of respondents)

Strata surveyed 97 US ad agency professionals and more than three-quarters of respondents said that their clients are interested in digital advertising more compared to last year.

Some 19% of ad agency professionals said their clients’ interest in digital advertising is the same as last year, and just 5% said their clients are less interested in digital advertising than they were in 2015.

A survey from PricewaterhouseCoopers (PwC) looked at where US CEOs plan to increase their spending over the next year. More than a quarter of respondents said they plan to increase spending on advertising.

Areas Where US CEOs* Plan to Increase Spending, Q2 2014-Q4 2015 (% of respondents)

Separate research from RSW/US also found that agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.

For example, 91% of agency executives in North America said they plan to significantly or somewhat increase spending in 2016 on digital for their clients. To compare, 79.6% of senior marketers plan to increase spending on digital.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.