Reviews increasingly focus on digital

Research by the AAR has exposed a significant dip in the number of ad agency pitches, but a phenomenal increase in the digital market.

Figures compiled by the AAR show that the number of ad agency reviews in the first six months of 2006 was 21 per cent lower than over the same period in 2005. How-ever, the number of major reviews for the same period was almost identical.

Nineteen clients with adspends of more than £10 million announced reviews in the first six months of the year, compared with 18 during the same period in 2005. Major clients reviewing in 2006 have included Arla, John Lewis, McCain, The Post Office, Transport for London, William Morrison and Yell.

The digital market saw a 245 per cent increase in reported reviews for the first six months of 2005.

Martin Jones, the director of advertising at the AAR, said: "The rise in the number of digital reviews is probably a reflection of two factors. First, that as the discipline develops, more data is becoming available, and second, the realisation of the importance of the medium among clients. What we are not seeing, however, is clients reviewing other disciplines in order to put more money into digital."

Direct marketing reviews were down 10.4 per cent on 2005 and media reviews increased by 8.2 per cent. The research also shows a decrease in open reviews, with 27.7 per cent of pitches between roster agencies, compared with 15.6 per cent in 2005.

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