Number of Smaller to Midsize Agencies with Dedicated Digital Groups Increases from 2012 to 2013

Jul 02, 2014, 14:00 ET from Second Wind

WYOMISSING, Pa., July 2, 2014 /PRNewswire-iReach/ -- More and more advertising agencies are recognizing the need for dedicated digital groups and are adopting this model accordingly. Approximately a quarter of ad agencies have a digital group that is distinct from the rest of the agency, according to Second Wind's 2013 Annual Agency Survey Report.

Among responding agencies, staffing for these groups tends to be low. However, it has been increasing over the past few years. Approximately 46 percent have 1-2 dedicated employees, 36 percent have 3-4 employees and 13 percent have 5-10 employees.

"Many smaller agencies have been slow to incorporate digital services," said Tony Mikes, Second Wind's managing director and consultant to smaller agencies. "Unlike larger advertising conglomerates, smaller firms can't as easily afford to buy partners with digital skill sets; so for several years, we have seen smaller firms develop partnerships with digital and interactive firms to provide digital expertise to clients. Now, smaller firms are absorbing these services into their core functions." 

More from the Annual Agency Survey Report

Revenues and expectations for digital growth are also continuing to increase, with agencies forecasting 22 percent of their revenue would come from digital services in 2013.

When asked which online vehicles agencies create or manage for their clients, 93 percent stated Facebook; 77 percent said Twitter; 64 percent stated blogs and 55 percent said LinkedIn, showing an overall increase in agency involvement in clients' social media activities. Additionally, when asked which online vehicles they create and manage for themselves, 90 percent maintain Facebook pages; 81 percent use Twitter; 78 percent employ LinkedIn; and 66 percent have an agency blog.

Most agencies are also making an effort to quantify their digital media efforts using tracking and reporting services. Of the 89 percent of agencies making this effort, 93 percent use Google Analytics, 9 percent use DoubleClick, 3 percent use Omniture and 16 percent use a variety of other tools. Additionally, 59 percent are providing social media tracking and reporting to clients, with 41 percent using HootSuitePro; 15 percent using Radian6; and 7 percent using Sprout Social.

The Second Wind Annual Agency Survey Report allows Second Wind members to compare their data with average data from other member agencies. It is the most complete survey of smaller to midsize agencies that exists today.

The Annual Agency Survey Report is published exclusively to Second Wind members. In addition to annual surveys, members of Second Wind benefit from seminars and workshop opportunities as well as daily access to research, professional guidance and online forums. For more information on Second Wind membership, call 610-374-9093 or visit

About Second Wind: Founded in 1988, Second Wind is a thought leader and innovator to the advertising and marketing community, dedicated to helping members and users "BE better." Second Wind serves advertising, graphic design, public relations, interactive and marketing firms across the US, Canada and internationally.

Media Contact: Laurie Mikes, Second Wind, 610-374-9093,

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SOURCE Second Wind