""There's a little bit of a tailwind for a bigger expansion budget that might be getting closer to 25% or something like that," said Christopher Jones, co-founder and co-CEO at Markacy."
""We're absolutely seeing clients more and more interested in experimentation. They want to create buzz, they want to create real high-impact [marketing]," said Nitin Sinha, head of media planning at Noble People."
""Pawco pet food brand too has revamped its experimental ad budget, which now accounts for 15 to 20% of the pet brand's marketing budget," according to Ryan Bouton, vp of growth at Pawco."
Marketers are revising their ad budgets to include more experimental channels like generative search optimization and AI ads. Agencies report a willingness to shift funds from traditional performance channels like Meta and Google to new platforms such as CTV and retail media. The trend reflects a growing appetite for experimentation, with some agencies increasing their experimental budget allocation to 25%. Brands like Pawco are also dedicating a significant portion of their marketing budget to experimental advertising, indicating a shift in strategy towards innovation and audience engagement.
Read at Digiday
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