Econsultancy: Advertiser-agency gap in digital spend

Agencies are keen to increase spending on newer digital formats, while advertisers want to stick to time-tested tactics, according to a report from Econsultancy and SAS.

The advertiser-agency gap in digital spending is thought to be as wide as ever, with agencies looking to spend money on platforms such as mobile, while advertisers are keen to increase spend on email marketing, corporate websites, paid search and display ads.

Research from the Direct Marketing Association (DMA) shows a similar pattern, with marketers claiming to use online tactics, while agencies place a greater emphasis on ‘newer’ platforms such as mobile.

According to Econsultancy, agencies and clients also disagree on measuring ROI from digital channels – with advertisers more optimistic about how well they assess the success of their efforts.

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