In October, Anagram spun off from programmatic platform Digilant and relaunched as a full-service media agency. Since then, it’s set its sights on serving the little guys: midmarket brands.
Global advertising revenue grew 6.5% in 2022 and is projected to grow 5.9% in 2023, according to GroupM’s global year-end industry growth forecast. Meanwhile, Magna’s December global ad forecast predicts 4.8% growth in 2023 after 6.6% growth in 2022.
Ad agencies are understaffed and their clients – small businesses in particular – often don’t have the time or the technical background to sift through reams of campaign data. And so, increasingly, they’re turning to automation to cut down on the more tedious and time-consuming aspects of account management. Tag, an independent agency based in Iowa, uses a suite of automated reporting tools, including from Basis Technologies, to communicate cross-platform campaign metrics to its clients.
Rising inflation, flagging consumer confidence and uncertainty due to ongoing supply-chain issues have economists predicting a recession. But, based on GroupM’s and Zenith’s mid-year forecasts of the global ad market, the recession fears may be unfounded. Still, after the record highs of 2021, ad spending will see a deceleration in 2022.
With new first-party ID solutions flooding the market, the buy side of the ad industry is looking for ways to enhance campaign targeting and attribution by matching different first-party data sets. To that end, Goodway Group built its own first-party ID solution dubbed Passport One. The tool allows advertisers to connect to multiple data sets in one place.
Paula Connard, chief personalization officer at Horizon Media, on why third-party data is disappointing, why testing proposals in the Chrome Privacy Sandbox isn’t a top priority, why the indie agency decided to build rather than buy a data platform and the questions she’s getting from clients as they deal with signal loss.
Ad agencies have had an oversupply of crises to deal with over the past two years. Between the pandemic, the ongoing disruption of how the ad industry gathers and uses data and the Great Resignation, leaders have contended with outside forces on multiple fronts. Kepler’s CEO of North America Remy Stiles details how she’s keeping the ship steering in the right direction.
The Great Resignation has hit digital and media agencies hard. But there are some things agencies can do to stop the not-so-virtuous cycle, said Ralph Pardo, US CEO of Omnicom agency Hearts & Science, speaking at AdExchanger’s Industry Preview event in New York City on Tuesday.
Digital advertising is on track to grow 31% in 2021, and will likely account for 64.4% of all advertising this year, according to GroupM’s year-end industry growth forecast. As of December, a total industrywide growth rate of 22.5% is expected for the year 2021. “It’s possible that this is the fastest growth in the history […]
While diversity, equity and inclusion (DEI) efforts to work with minority-owned media companies and hire a diverse workforce are important, brands also need to address a rapidly changing cultural landscape in the United States, according to Isaac Mizrahi, co-president and COO of Miami-based multicultural ad agency Alma Ad Agency (no relation to the fashion designer). […]
