Mad Ave Better Take Note — You Are Digital, or You Are Very, Very Unimportant
Ad Age, 4/25/11
Digital services accounted for an estimated $8.5 billion (28%) of the $30.4 billion in 2010 U.S. revenue generated by the 900-plus advertising and marketing-services agencies that Ad Age analyzed for Agency Report 2011.
Digital’s share of agency revenue rose from 25.8% in 2009. In dollar terms, agencies’ digital revenue jumped 16.9% in 2010.
One point is clear: Digital has become a standard tool across every agency discipline.
To be sure, six in 10 digital dollars — or $5.1 billion — last year went to digital-specialty agencies such as Publicis Groupe’s Digitas and Sapient Corp.’s SapientNitro.