12 passes left to attend the Digiday Publishing Summit
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
Inside Estée Lauder’s $14 billion reset: AI, brand trouble and a travel retail retreat
Estée Lauder’s $14 billion turnaround is underway, driven by AI, e-commerce expansion and a strategic brand reset. Here’s what’s working — and what’s still at risk.
Ignoring political noise, TikTok works to shore up place in organic social hierarchy
The platform wants to remain a key tool for organic activity of brands like McDonald’s and Poppi, even as it helps to draw paid investment.
Walmart finds its cushion in advertising as tariffs bite
Walmart has a plan to stay profitable as President Donald Trump’s tariffs push up costs. It’s called advertising. In the second quarter, Walmart’s ad revenue jumped 46% year over year, a number padded by the addition of Vizio, the smart TV maker it picked up last year. Strip that out, and the U.S. business still […]