Reading an old report from 2012 made me realize how much our ad spend has shifted

I was cleaning out some old files and found a client report from my first agency job. Back in 2012, we were putting over 70% of a typical budget into Facebook ads and basic Google search. I looked up the numbers for that same client now, and it's flipped completely. Most of their money goes to connected TV and influencer partnerships, with search being a much smaller piece. It's wild how fast the main channels change. What's the biggest budget shift you've seen with your clients in the last five years?

2 comments

2 Comments

sethmartinez14d ago

Same here, we barely touch Facebook now.

finley_wells6614d ago

Totally get that. Watching Facebook budgets dry up feels like a whole different world now. We had a retail client who was all in on boosted posts just a few years back. Now that line item is basically zero, and it's all going to TikTok creators and streaming ads. Makes you wonder what we'll all be spending on in another five years.