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2011 Digital Production Outsourcing Outlook

January 31, 2011

More on our outsourcing survey results!

When we asked respondents to look ahead, three-fourths of respondents (75%) already plan to outsource digital production projects in 2011.

As consumers continue to increase the time they spend across a rapidly growing number of digital devices and channels, many marketers and agencies are facing not only heightened demand for digital innovation, but the growing technical complexity to build, maintain and measure digital initiatives in an environment of restricted marketing budgets. After evaluating their total cost of service, many in-house and external agencies alike have turned to digital production outsourcing partnerships in order to stay efficient, profitable and, most importantly, relevant in today’s digital era.

Respondents also indicate that agency management is the key driver behind digital production outsourcing initiatives (48%), followed by the production department (40%) and clients (27%). While the majority of respondents seek third party outsourcing partnerships within the United States in 2011, nearly one-fourth (23%) are considering outsourcing partnerships outside of the United States.

This survey tells us that the tipping point is approaching – where digital production is beginning to look more like print production –and perhaps even television production – and will become increasingly specialized as it becomes more complex.  Because of this, digital production outsourcing is maturing and becoming mainstream, as we’ve learned through our survey results this month.  

Consider how a digital production partnership could benefit your business this year. For more details on our survey results, check out this press release.

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