Agencies and marketers plan to increase spending on digital
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.
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.
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.