Digiday Research: Agencies are struggling with demands for content
Digiday’s “Research in brief” is our newest research installment designed to give you quick, easy and digestible facts to make better decisions and win arguments around the office. They are based on Digiday’s proprietary surveys of industry leaders, executives and doers. See our earlier research on the European publishers preparing for the GDPR here.
The demand for advertising content has ballooned to a $10 billion market in the U.S. based on Forrester’s most recent report. Speaking on the importance of content, one anonymous source at a prior Digiday Content Marketing Summit said, “Content marketing isn’t a nice-to-have; it’s a must-have.” That pressure has been heaped onto agencies, and they are struggling to keep up.
In a survey of 50 agency executives at the Digiday Agency Summit in Charleston, South Carolina, one out of two reported that they are significantly or extremely concerned with their company’s ability to meet client demands for content. Comparatively, just more than a quarter thought it was not at all concerning or slightly an issue.
This has forced some agencies into compromising positions, with several scrounging ideas from their competitors or other sources. Some industry voices have called for brands to hire specialized content agencies of record as a solution to forecast demand. Elsewhere, publishers have rapidly emerged as a threat to agencies, with over 600 now offering in-house branded content solutions.
News that major brands are slashing their digital advertising budgets may come with a sliver of good news for the overworked masses of creatives. Companies like Unilever are cutting the amount of ads they produce and increasing the runtime of the new content they create. Keith Weed, marketing director for Unilever, admitted it produces an excess of content and will look to reduce its production by 30 percent in the coming year.
-
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
-
Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
-
Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.
-
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
-
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
-
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
