Last month, we asked more than 300 advertisers whether they plan to increase spending this year. The majority said yes, with brand marketers and agency professionals indicating that overall spending will increase by an average of 14% in 2019. Many cited opportunities with emerging media platforms, enhanced audience targeting, and the availability of new marketing technology for creative, production and placement.
Interestingly, marketers plan to spend more than their agencies assume – 55% of marketers intend to spend more in 2019, whereas 43% of agency executives expect to spend more. When asked where the increased budgets will go, those advertisers who intend to spend more indicate that Paid Media (73%), Ad/Marketing Technologies (60%) and Data (50%) will enjoy the greatest increases.