9 in 10 Media Agency Pros Recommend Clients Try New Digital Media Channels

January 31, 2023

About 1 in 3 marketers say they could be using more channels, and if it were up to media agencies, they’d be turning to emerging digital media ones. So finds Criteo in a recent report [pdf], in which roughly 9 in 10 media agency professionals – including 94% in the US – agreed that their brand clients should be exploring new digital media channels.

In fact, roughly 6 in 10 respondents agree that newer digital media channels such as retail media will deliver greater ROI than search or social.

The professionals surveyed seem particularly enthused about retail media. The fast-rising medium is considered “good” or “very good” for return on ad spend (ROAS) by 8 in 10 media agencies globally. That slightly tops other newer media for ROAS ratings, including the metaverse (79%), CTV (77%) and audio (74%).

Retail media is also highly regarded for customer experience (80% rating as “good” or “very good”), as are CTV (82%), audio (80%) and the metaverse (77%).

As such, media agency professionals are recommending spending hikes in the double digits across these newer media.

Those spending increases might be necessary to combat price inflation: US agencies estimate that the cost of running campaigns across digital media channels will rise by 23% this year. That includes a 24% rise for retail media and a 23% hike for social media. Globally, social media is expected to have the highest increase in cost this year, of 26%.

For more, check out the report here.

About the Data: The results are based on a November 2022 survey of 842 senior agency professionals across the US (238), UK (200), France (203) and Germany (201).

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This