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(% of respondents)
Advertising Age | RBC Capital Markets
Data is from the September 2016 RBC Capital Markets and Advertising Age report titled "Internet: This 'Net Thing Has Legs: Recapping Our Eighth Marketer Survey." 1,123 US marketers were surveyed in September 2016. Respondents identified their role as agency professional (29.6%), marketer or client (25.2%), marketing consultant (12.4%), marketing services company professional (8.0%), media company professional (14.2%), other (7.1%) and student, educator or university employee (3.6%) who were excluded from the survey results. Respondents identified their marketing budget as under $500,000 (26.1%), $500K-$1 million (10.7%), $1 million-$5 million (14.5%), $5 million-$10 million (7.1%), $10 million-$50 million (9.7%), $50 million-$100 million (4.8%), more than $100 million (5.9%), not sure (8.4%) and cannot disclose (12.9%).
Criteria that Influence US Ad/Marketing Professionals to Purchase from a Data Management Platform (DMP), Jan 2018 (index*)
Expected Change in US SMB Ad Spending, by Media/Format, Jan 2018 (% of respondents)
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)
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