By David Kirkpatrick | March 17, 2016
- A variety of studies on digital spending all point the same direction – it is on the rise for a large majority of marketers at all levels.
- Research from Strata of U.S. agency professionals found 76% expect to increase digital spending this year. Separate research from RSW/US found 91% of agency executives plan on spending more on digital channels over last year and 79.6% of senior expect the same.
- Data from PricewaterhouseCoopers (PwC) on US CEOs found over 25% of that group plans on increasing advertising spending overall this year.
Even though spending on all channels continues to increase – a trend that is in line with the PwC research results on C-suite execs – digital spending is increasing at a higher pace than TV spending. So much so that TV spending is expected to drop below one-third of total media spend by 2020.
One interesting subset within the RSW/US research was that among four media formats – digital, social, mobile and traditional – traditional was the only one where more senior marketers planned on more spending over agency executives. Unlike the other three formats, the percentage expecting a spending increase for both groups was under 50%.