High Costs, Complexity Deferring Agencies’ Adoption of Emerging Marketing Technologies

The product of in-depth interviews and surveys with over 100 senior executives across the marketing services and marketing technology industry, the white paper identifies six key trends that are transforming the agency landscape. They are:

• Heightened economic pressures, media costs and a cluttered advertising landscape have motivated marketers to rapidly adopt nontraditional methods of building brand content, driving strong demand for digital advertising services—especially in Web 2.0 media