Ivy Liu
• October 20, 2022 •
- 01 Introduction
- 02 Methodology
- 03 Despite recession fears, clients split on expanding, contracting or keeping budgets steady in 2022
- 04 Agencies expect spending to inch up in 2023, with elections and Olympics as added wild cards
- 05 Client spending accelerates in digital display, social and streaming channels
- 06 Smarter, opinionated clients will make channel pivots more complex for agencies
- 07 Brands hit by supply chain and economic instability cut spending in 2022 — automotive, CPG, financial services
- 08 Big spenders of 2023 are hard to predict thanks to lingering pandemic effects
- 09 Programmatic buying makes gains on direct as even traditional channels are automated
- 10 Agencies and clients are curious but cautious about Web3 investments
- 11 Agencies add and educate staff in commerce and data practices to meet client needs
- 12 Conclusion
- 13 Key Takeaways
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 →
Read the 2023 Media Agency Report: The state and future of the media agency, from client spending to AI’s impact, published October 2023.
01
Introduction
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