Brands and ad agencies expect to increase ad-buying deals through programmatic purchasing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2020, 7:33 AM UTC

Admixer polled 43 brands and 50 advertising agencies across Europe to understand growth strategies and marketing budget allocations in 2021.

The report found that 81% of brands and 74% of ad agencies project their businesses to flourish in 2021. Of those polled, 65% brands anticipate a jump in their marketing budgets in 2021, as compared to 2020.

Next year, brands (63%) and agencies (72%) hope to make more ad-buying deals through programmatic buying tactics. However, ad agencies (20%) don’t expect any significant budget changes in 2021, while 22% are forecasting budget declines.

76% of brands wish to concentrate on existing marketing strategies and 19% will expand into new markets. Further, 86% of brands are expecting to move some of their marketing activities in-house. This includes SMM (67%), creative production and content marketing (65%), and PR (63%).

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