Ad Age Finds Agencies Get 28% Of Revenue From Digital
April 25, 2011 at 4:06 AM (PT)
Of the $30.4 billion spent in the U.S. on advertising, an estimated $8.5 billion, or 28%, came from digital. reports AD AGE. The AD AGE Agency Report 2011 surveyed 900-plus advertising and marketing-services agencies for the report. "Digital's share of agency revenue rose from 25.8% in 2009. In dollar terms, agencies' digital revenue jumped 16.9% in 2010," wrote AD AGE.
The study showed that close to 60% -- or $5.1 billion -- of the revenues went to "digital-specialty agencies" such as PUBLICIS GROUPE'S DIGITAS and SAPIENT CORP.'S SAPIENTNITRO. The second biggest portion -- $2 billion -- went to direct marketing or customer relationship agencies.
OMNICOM Pres./CEO JOHN WREN got the attention of all on a call with stock analysts, when he said, "Fundamentally, I believe that anything that's not digital will soon be digital or soon be very, very unimportant."