{"id":609348,"date":"2023-02-18T07:49:29","date_gmt":"2023-02-18T13:49:29","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/02\/18\/digiday-research-agencies-clients-heavily-favor-programmatic-over-direct-sold-for-online-display-ads\/"},"modified":"2023-02-18T07:49:29","modified_gmt":"2023-02-18T13:49:29","slug":"digiday-research-agencies-clients-heavily-favor-programmatic-over-direct-sold-for-online-display-ads","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/02\/18\/digiday-research-agencies-clients-heavily-favor-programmatic-over-direct-sold-for-online-display-ads\/","title":{"rendered":"Digiday+ Research: Agencies\u2019 clients heavily favor programmatic over direct-sold for online display ads"},"content":{"rendered":"
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February 16, 2023\u00a0\u00a0\u2022\u00a0\u00a03 min read<\/span> | By Julia Tabisz<\/a><\/p>\n<\/p><\/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

Programmatic advertising is far from perfect<\/a>. But that doesn\u2019t stop agency clients from investing there, especially when they\u2019re allocating marketing spend for online display ads.<\/p>\n

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This is according to a Digiday+ Research survey of over 100 agency professionals.<\/p>\n

Digiday\u2019s survey found that most agencies invest in online display ads on behalf of their clients. Eighty-seven percent of agency pros told Digiday their clients spend at least a little of their marketing budgets on online display ads \u2014 a number that has remained fairly consistent over the last year.<\/p>\n

The highest percentage of agency pros said their clients invest a moderate portion of their budgets in online display ads (30% said this), followed by 22% who said their clients invest a large portion of their budgets in online display and 20% who said their clients put a small portion of their budgets into online display ads.<\/p>\n

In other words, on the scale of investing in online display ads as a marketing channel, most agencies\u2019 clients fall somewhere in the middle. And this trend has been consistent through the last year.<\/p>\n

Digiday\u2019s survey also found that most agencies are confident that online display ads work for their clients. Almost all agency pros are at least a little confident in online display ads: 89% of respondents to Digiday\u2019s survey said they have some level of confidence the channel drives marketing success for their clients.<\/p>\n

The level of confidence agency pros have in online display ads fluctuates, though.<\/p>\n

The percentage of those who are slightly confident that online display ads drive marketing success has risen steadily over the last year (from 15% a year ago, to 25% six months ago, to 29% today). At the same time, the percentage of those who are somewhat confident in online display ads saw a jump in the last six months, from 23% in Q3 2022 to 31% in Q1 of this year (although this percentage is still down slightly from a year ago, when 33% of agency pros said they were somewhat confident in online display ads).<\/p>\n

Meanwhile, the percentage of agency pros who said they\u2019re confident in online display ads saw a drop-off in the last six months (from 33% in Q3 of last year to 24% in Q1 of this year). This is after remaining steadily at 33% through 2022.<\/p>\n

Of those agency pros whose clients invest in online display ads, Digiday\u2019s survey found they are more likely to spend \u2014 and spend big \u2014 on programmatic display ads over direct-sold display ads.<\/p>\n

More than three-quarters of agency pros whose clients invest in online display ads (79%) said their clients spend none, a very small portion or a small portion of their marketing budgets on direct-sold display ads.<\/p>\n

By comparison, two-thirds (66%) said their clients put a moderate, large or very large portion of their marketing budgets toward programmatic display ads. And fewer than a quarter (22%) said direct-sold accounts for a moderate, large or very large portion of their clients\u2019 budgets.<\/p>\n

When looking at direct-sold display ads, the largest group of respondents to Digiday\u2019s survey were those who said their clients spend a small portion of their overall marketing budgets on direct-sold display, at 31%. On the programmatic side of the coin, the largest group of respondents said their clients spend a moderate portion of their budgets on programmatic display, at 32%.<\/p>\n

Breaking out the biggest spenders, 4% of agency pros whose clients invest in online display ads said they spend a large portion of their marketing budgets on direct-sold display ads, compared with 24% who spend a large portion of their budgets on programmatic \u2014 a major difference. And only 2% of agency pros said their clients spend a very large portion of their budgets on direct-sold, compared with 10% who spend a very large portion on programmatic.<\/p>\n<\/p><\/div>\n

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