{"id":595291,"date":"2023-01-08T05:49:36","date_gmt":"2023-01-08T11:49:36","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/01\/08\/digiday-research-agencies-anticipate-clients-ad-spend-will-grow-in-2023-despite-headwinds\/"},"modified":"2023-01-08T05:49:36","modified_gmt":"2023-01-08T11:49:36","slug":"digiday-research-agencies-anticipate-clients-ad-spend-will-grow-in-2023-despite-headwinds","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/01\/08\/digiday-research-agencies-anticipate-clients-ad-spend-will-grow-in-2023-despite-headwinds\/","title":{"rendered":"Digiday+ Research: Agencies anticipate clients\u2019 ad spend will grow in 2023, despite headwinds"},"content":{"rendered":"
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Member Exclusive<\/p>\n

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January 5, 2023<\/span> | By Julia Tabisz<\/a><\/p>\n<\/div><\/div>\n

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\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.<\/a><\/em><\/p>\n

Agencies had a good year in 2022.<\/p>\n

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Nearly 80% of the more than 70 agency professionals surveyed by Digiday+ Research in December said their companies\u2019 revenues increased in 2022<\/a>, and more than two-thirds said they think their revenues will increase again this year.<\/p>\n

Digiday also found that this optimism extends to agencies\u2019 ad spending on behalf of their clients.<\/p>\n

Digiday\u2019s survey found that after a strong year of client spending in 2022, agency pros expect more of the same in 2023 \u2014 even as the economy remains on uneven ground. Last year, 55% of agencies said their companies\u2019 ad spending on behalf of clients increased. And this year, 59% expect clients\u2019 ad spend to increase further. It is important to note the extent to which ad spending increased. Most of the respondents to Digiday\u2019s survey (45%) who said their clients\u2019 ad spend increased in 2022 said that spend increased somewhat. Meanwhile, only 11% of respondents said their clients\u2019 ad spend increased significantly.<\/p>\n

Interestingly, the percentage of agency pros who expect clients\u2019 ad spending to decrease in 2023 came in lower than the percentage of respondents who said their clients\u2019 spending actually decreased in 2022. More than a quarter (26%) said their company\u2019s ad spending on behalf of clients decreased in 2022, while only 18% expect their spending on behalf of clients to decrease in 2023.<\/p>\n

And while more than half of agencies saying their clients increased ad spend during what turned out to be a tumultuous year is a definite win in the current economic climate, the reality of client spending in 2022 did fall well short of agencies\u2019 expectations for the year. According to Digiday\u2019s survey of agency pros last year, 81% expected their companies\u2019 ad spending on behalf of clients would increase in 2022. That\u2019s a lot more than the 56% who said their clients actually did increase ad spending in 2022. In 2021, 70% of agency pros told Digiday their clients\u2019 ad spending increased.<\/p>\n

Breaking down this year\u2019s data a bit further, it turns out that most of the expected growth in 2023 will likely be small. Nearly half of respondents to Digiday\u2019s survey (47%) said they expect their companies\u2019 ad spending on behalf of clients to increase only somewhat in 2023, compared with only 12% who said the increase will be significant this year. Nearly a quarter (23%) said they think their clients\u2019 ad spending will neither increase nor decrease this year.<\/p>\n<\/p><\/div>\n

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