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(% of respondents)
Advertising Age | RBC Capital Markets
Data is from the March 2017 RBC Capital Markets and Advertising Age "9th RBC/AdAge Advertising Survey" as cited in "Internet: The Inflection of Mobile & Video; Recapping Our 9th Marketer Survey." 1,584 US advertising and marketing professionals were surveyed in February 2017 to gauge the overall sentiment toward online marketing. Respondents identified their role as agency professional (30.0%), marketer/client (24.3%), marketing consultant (12.1%), marketing services company professional (7.6%), media company professional (15.3%) and other (7.3%). Respondents also included those who identified as a student, educator or university employee (3.4%), but they were excluded from the results. Respondents identified their marketing budget as under $500,000 (25.5%), $500,000-$1 million (10.9%), $1-$5 million (16.8%), $5-$10 million (7.5%), $10-$50 million (10.2%), $50-$100 million (3.4%), $100+ million (5.7%), prefer not to disclose (11.8%) and not sure (8.2%).
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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