U.S. agencies offering digital marketing services led the charge as overall agency revenue grew 8.8% to $28.2 billion in 2006, reports AdAge.
Billings from traditional advertising and media were up just 4.2 percent, reaching $13.1 billion. But income from marketing offerings rose $13.1 billion, hitting $15.1 billion. That makes each sector's growth the weakest and strongest, respectively, since the economic recovery in 2003.
Only 46.4 percent of agency billings came from traditional advertising and media buying/planning. The other 53.6 percent came from marketing services, including digital services. That does not bode well for agencies that have been slow or resistant to integrating digital planning into their menu of client offerings.
