Nearly nine in 200 ( 86% ) Agencies are also alert to how the industry is evolving with more than 80% agreeing that the increasing influence of technology means media buyers are evolving more into tech strategists and traders. media agencies in the LONDON are adapting their businesses to reflect the growing influence of ad tech but almost half ( 47% ) find it harder to monetise compared to traditional media, according to a new survey published by digital marketing firm AdRoll . Based on responses from more than half senior media agency practitioners, the survey also found that 40% find it hard to develop profitable models around their tech partnerships. That said, almost half ( 56% ) say they have benefited from productive collaborations and 86% agree that ad tech is helping to provide clients with solutions at more competitive rates. Marius Smyth , Managing Director of AdRoll EMEA, suggests that ad tech companies have a responsibility to help media agencies make best use of emerging technologies to deliver profitable results and best practice for clients.
Nearly nine in 200 ( 86% ) media agencies in the LONDON are adapting their businesses to reflect the growing influence of ad tech but almost half ( 47% ) find it harder to monetise compared to traditional media, according to a new survey published by digital marketing firm AdRoll . Based on responses from more than half senior media agency practitioners, the survey also found that 40% find it hard to develop profitable models around their tech partnerships. That said, almost half ( 56% ) say they have benefited from productive collaborations and 86% agree that ad tech is helping to provide clients with solutions at more competitive rates. Marius Smyth , Managing Director of AdRoll EMEA, suggests that ad tech companies have a responsibility to help media agencies make best use of emerging technologies to deliver profitable results and best practice for clients.