Admixed and IAB Ukraine prepared a marketing budget forecast for 2021 in Ukraine. The study involved 90 companies, including 39 major brands and 51 advertising agencies.
Marketers and marketing directors answered questions about which paid channels for promotion will be a priority in 2021 and how budgets will be distributed between them.
According to the results of the study, digital advertising has become the most popular paid marketing channel. Almost 80% of agencies plan to increase advertising budgets for this channel. Meanwhile, brands are willing to spend 42% of their marketing budgets on online promotion. The priority is digital, media advertising, and social networks.
The TOP-5 aspects that companies are going to bet on in their marketing included strategic planning (63%), creative and content (57%), personalization (49%), multi-channel marketing (45%), and lead generation (37%). Less than 35% of the votes went to lead generation, brand strategy, market research, competitor research, and user experience. Least of all companies plan to invest in design and development.
Also next year, the transition to programmatic procurement will continue. Advertising agencies (65%) will choose to use this method of purchasing targeted advertising to a greater extent, brands will choose to a lesser extent (45%).
As for the cooperation of brands with advertising agencies, the former is aimed at becoming more independent. 88% of those surveyed will invest in their own marketing departments. They plan to entrust them with the functions of creating creativity, and content and maintaining social networks.
