It’s that time of year again when agencies and their clients need to start evaluating the success of their marketing channels and how they plan to spend on those channels next year.
Digiday+ Research surveyed agency professionals on how their trust in these channels is plummeting compared to the start of the year and found that trust was increasing in many cases, but not all.
In Q3 2022, Google ranked first among agency professionals who said they believe the channel drives their clients’ marketing success: nearly three-quarters of respondents to Digiday’s survey said trust Google, which put the tech giant in the top spot by a significant margin. Meta-owned Facebook came in second, with just over half of respondents saying they believe the social media platform drives customer marketing success. YouTube followed just behind Facebook with exactly 50%, and online display ads and Facebook sibling Instagram rounded out the top five at 43% and 42%, respectively.
The top two in the third quarter remained unchanged from Digiday’s first quarter survey results, and although YouTube, Instagram and online display ads took third, fourth and fifth place, their exact positions shifted. displaced. YouTube’s third-place finish in Q3 was an improvement from Q1, when 38% of Digiday survey respondents said they were confident in the platform’s ability to drive customer marketing success. . Online display ads also saw an improvement between Q1 and Q3: in Q1, 37% of agency professionals said they trusted the channel, putting it in fifth place. Meanwhile, Instagram fell to fifth place in Q3 from No. 3 in Q1, when 49% of respondents said they trusted the platform.
It’s also worth noting that the overall trust of agency professionals in the major chains increased significantly between the first and third quarters. Six months ago, the percentages that made up the top five chains ranged from 37% to 67%. This summer, these percentages reached a higher range: 42% to 72%.
Overall, of the 11 channels Digiday surveyed agency professionals on, respondent confidence increased across the vast majority of those channels between the first and third quarters.
However, there were two very interesting exceptions: Facebook and Instagram. The two Meta-owned platforms are the only channels whose trust has declined over the past six months: the percentage of agency professionals who say they believe Facebook is driving their clients’ marketing success has fallen to 51%. in Q3 from 55%% in Q1, and Instagram saw confidence among agency professionals drop to 42% in Q3 from 49% in Q1.
The remaining nine channels have seen an increase in trust over the past six months, including Google, which saw the percentage of respondents who are confident in the platform rise from 67% in the first quarter to 72% in the third quarter.