The Media Minute 9.13.23

Cost Of Doing Business: How Much Does An Ad Agency Cost?

For years, Mirabel’s Marketing Manager blog has been providing tips, best practices, how-to’s, explainers, and thorough breakdowns of every marketing topic under the sun so that businesses and brands of all sizes can make the most of their efforts. About the only thing the blogs haven’t addressed is the cost of an outside agency — and there’s a huge, almost prohibitive reason for that.

In fact, the Association of National Advertisers, 4A’s, and Advertiser Perceptions recently collaborated to put a spotlight on that very reason, with a study entitled “The Cost of the Pitch.” After interviewing more than 300 brand marketers and agency execs, they found that most brand-side marketers (59%) say cost is the most important factor considered when selecting an agency.


45% Of U.S., U.K. Advertisers Have Used Same Ad Approach For Past 5 Years

Around half of advertisers have seen privacy changes such as the drop-off in legacy third-party identifiers, with a negative impact on campaigns. About the same number expect upcoming privacy changes and challenges to reduce campaign effectiveness. But even more surprising is that 45% of U.S. and U.K. advertisers have been using the same approach to advertising for the last five years, and 71% of this group don’t plan to change their strategy in the next year. That leaves 32% who will continue to use outdated advertising strategies.


Marketers Have Pulled Back On Growth Strategies, Report Says

Growth marketing is shrinking. That’s one of the takeaways from digital agency Dept’s third annual report on the topic, which found a 40% decline in marketers who are using growth marketing strategies this year compared to last among the 450 senior managers or above who were surveyed. Dept defines growth marketing as “the blend” of performance and brand strategies.


We Analyzed Millions of ChatGPT User Sessions: Visits Are Down 29% Since May

Generative AI, and ChatGPT in particular have been catnip to the tech press, the mainstream media, and the conversations of professionals in nearly every field. How is it going to disrupt your work?! Will AI replace you? Are Hollywood writers, real estate agents, dog walkers, and anesthesiologists even useful anymore? In concert with the fine folks at Datos, whose opt-in, anonymized panel of 20M devices (desktop and mobile, covering 200+ countries) provides outstanding insight into what real people are doing on the web, we undertook a challenging project to answer at least some of the mystery surrounding ChatGPT.

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