Join us Oct. 15-17 in Phoenix to connect with top media buyers
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
Advertising Week Briefing: Podcast industry juggles using AI tools with maintaining medium’s intimacy
AI is having a transformative impact on content and advertising, and the audio space is no different.
Future of Marketing Briefing: Sora’s promise — and peril — for the creator economy
Yes, this is another Sora story. But this one’s less about the tech and more about what it’s doing to the people behind it
Tea in the courtroom: the gossipier side of the remedies trial over Google’s ad tech monopoly
Here’s a rundown of the gossipy sub plots and quiet power plays that emerged from the courtroom.