Agencies – especially Big 6 agencies – are more likely to see YouTube as a CTV platform than a social media one.
Agency Business Articles
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Fee-Based Compensation Remains Dominant in Agency Agreements
Very few are using traditional commissions as a compensation method.
Where Will Netflix Ad Budgets Come From?
Big 6 agency respondents are as likely to say traditional TV as other CTV platforms.
Successful Marketers Display Agility with their Budgets
Almost two-thirds (64%) of so-called “leading marketers” report that their marketing organization is “extremely budget agile.”
Why Use Direct Mail?
Some are using direct mail due to rising customer acquisition costs of digital channels.
Digital Commerce M&A Deals Settle After Frenzied Levels
Deal volume involving Agencies & Services Providers remains elevated.
More Agencies Are Having Difficulties Generating New Business
Fewer than one-third have seen the number of opportunities for new business increase this year.
These Comms Areas Are Growing in Emphasis
A majority will be placing more emphasis on owned media this year.
MarTech Stays Relatively Steady At About One-Quarter of CMOs’ Resource Budgets
Digital commerce is less of an investment priority this year as the focus shifts to campaign creation and management.
Almost Half of Marketers Are Overwhelmed by Their Technology
Some 44% say they have martech platforms that have largely gone unused during the pandemic.
What’s the Optimal Approach to Content-Led Advertising?
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
What Content Marketing Topics Were People Searching for Last Year?
Content marketing strategy remains a sought-after topic, though it appears to have declined a little in importance.
B2B Buyers Are Thirsty for Research-Backed Thought Leadership
7 in 10 buyers are very likely to think more positively about organizations that consistently produce high-quality thought leadership.
How Likely Are Consumers to Share Good and Bad Customer Experiences?
Consumers around the world seem to be a little more likely to share very good than very bad experiences.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
The Most Impactful Trends of 2023, per Agencies
Short-form video is again considered the most important this year, while story-driven visualization is rising up the ranks.
High-Growth Professional Services Firms Use Their Marketing Teams in a Wider Variety of Functions
High-growth firms’ marketing teams are heavily involved in implementing strategies for growth and profitability.
9 in 10 Media Agency Pros Recommend Clients Try New Digital Media Channels
Agencies recommend their clients spend more on retail media this year, but also see costs rising.