February 1, 2022 by Max Willens
Agencies spent 2021 and entered 2022 navigating an irregular mixture of commerce-level uncertainty and market-level eagerness about advert spending. The mixture helped push advertisers to employ extra money, and impartial companies to expand into fresh areas of carrier, in step with fresh Digiday+ study.
In November, Digiday surveyed quite loads of dozen company professionals on a replacement of subject matters, at the side of what they saw as the high threats to the commerce and their businesses in 2022. Isolating the responses from of us working at impartial companies who have knowledge of their firm’s revenues printed quite loads of indispensable developments about 2021.
Chief amongst them used to be that a majority of impartial companies expanded the checklist of services they supplied to purchasers in 2021.
Over 60% of respondents to a undercover agent indicated their corporations had expanded the replacement of services they offer to purchasers, extra than twice the percentage that indicated their company’s checklist of services had stayed the same. A extremely little share — about 7% — indicated the checklist of services their corporations supplied to purchasers had lowered.
A separate undercover agent carried out in unhurried 2021, utilizing a separate panel of impartial company professionals, steered that, on reasonable, impartial companies provide extra than three services across a unfold of disciplines, at the side of media attempting to search out, performance marketing and marketing and consulting.
The growth into fresh services — and the additional income that’s liable to lift in — may per chance perchance moreover honest reduction reward the upbeat mood amongst companies when it comes to their 2022 possibilities.
Even after a solid 2021 – 85% of the respondents agreed their companies had had a profitable yr — of us are much extra upbeat about the fresh yr: 95% of respondents said they had been optimistic about their firm’s possibilities in 2022.
Nearly 29% said that revenues would gallop up extra than 25% yr over yr; one more quarter said income would gallop up 11-25%.
