A new study has found that expenditure on digital marketing increased to $52 billion in the United States and Britain last year. Estimates for total global spending on digital marketing approach $100 billion. Digital marketing, also known as "martech" (short for marketing technology), lets brands target the consumers they want directly through search engine optimization, voice-activated assistants, or social media and gives them more control when compared to using intermediaries to place ads. The study also found that brands in North America and Britain allocated 23% of their budget on martech, a large increase from the 16% reported the previous year. It is a clear indication that brands are choosing to take more and more control over their own digital marketing efforts.
The issue of brand safety has grown in recent time as concerns over what content your ads appear next to has sky rocketed. As a result, brands have become frustrated with online advertising and have responded by taking more control over how their audiences are targeted by beginning to bring many of these functions in house. The percentage of technology budgets spent in-house, for example, reached 63% versus 44 % the year before in the United States. The impact that this shift in budgeting will have on the value of media agencies will be resounding.
The study found that spending on digital marketing in the United States and Britain grew by 44% last year.
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