A recent Digiday+ Research survey reveals that agencies are primarily worried about reduced client budgets in 2025, with 43% of professionals citing this as their top challenge. While anxiety over budgets predominates, 19% identify scope creep, and 12% mention video ad measurement and attribution as significant concerns. Interestingly, some respondents noted challenges like fragmentation in specialty services and automation in digital media. Despite these worries, there remains an optimistic outlook for the year ahead among agencies, reflecting a complex sentiment regarding industry dynamics.
Forty-three percent of agency pros said that reduced client budgets will be the biggest challenge for the agency industry in 2025, making that the biggest group of respondents by far.
Agencies are overwhelmingly concerned about client budgets in 2025, but they're also optimistic that it will be a good year overall.
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