Prices rise for the Digiday Programmatic Marketing Summit after Mar. 24
Digiday+ Research: How brands and agencies are investing in online marketing platforms
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
Marketing is a dynamic industry — and brands and agencies are constantly adjusting their marketing spend to account for that. And a lot can change from one year to the next. To learn more about those changes, Digiday+ Research surveyed 195 brand and agency professionals earlier this year — and discovered these key findings:
- Agencies and advertisers are spending the largest portion of their 2022 media budgets on Google. TV followed after Facebook and Instagram at No. 4, according to Digiday’s survey, which indicates that TV still carries significant weight with marketers.
- But spending is down on Google, which accounts for 20% of brands’ marketing spend this year, compared with 27% last year.
- Meanwhile, Amazon makes gains: Brands are spending 7.5% of their marketing budgets with Amazon this year, compared with 1.6% last year.
- However, brands’ confidence in how Amazon contributes to their marketing success has fallen since last year.
Explore these findings and more data below:
More in Marketing
Future of Marketing Briefing: Agency operating systems face a differentiation problem
Analysts say half of agency AI platforms won’t survive the decade. Here’s how they plan to beat the odds.
Macy’s, Inc. is looking to leverage AI ahead of a cautious outlook for 2026
The company will continue its plans to close 65 Macy’s nameplate stores, as part of a previously announced 150 store closures.
The real winners of March Madness? Brands that move fast on NIL deals
Companies across sectors, from footwear to personal care, are racing to sign college basketball players.