Agencies Plan Significant Expansion of Client Capacity by 83% due to Automation Revamping Advertising Operations Workflows
In the rapidly evolving world of digital marketing, the need for operational automation has become a pressing concern. A recent study published by Fluency, titled the 2025 Agency AdOps Benchmark Report, sheds light on this issue, surveying over 75 independent digital advertising agencies and in-house teams across the United States.
The report reveals that modern marketing demands require agencies to execute campaigns across multiple channels simultaneously. This complexity has led to significant challenges, with teams spending an average of 46 hours monthly on manual campaign changes, accounting for over 25% of their time.
One of the key findings of the report is the desire for increased account manager portfolios. The study shows that digital marketing agencies want account managers to handle an average of 64 clients, which is an 83% increase from the current average of 35. This shift will undoubtedly require the implementation of operational automation to manage the increased workload effectively.
The report also highlights the competitive landscape's rewards for agencies that implement operational automation. 69% of agencies seek to reduce manual workloads and human mistakes to reduce budget-related errors. Google's increased API release frequency reflects platform recognition of agencies' need for faster access to automation tools.
Notable firms like Wunderman Thompson, Merkle, and iProspect are among the digital marketing agencies that have already embraced automation-supporting technologies, as revealed in the report.
However, the transition to operational automation is not without its challenges. Data fragmentation compounds operational challenges as agencies manage multiple data sources. The report shows that 58% of agencies use more than one source for audience data, with first-party data from Google or Facebook dominating at 90% usage, followed by custom data sources at 34% and third-party integrations at 27%.
The study also reveals that 64% of marketing strategists now manage campaigns across multiple channels, rather than specializing in single platforms. Furthermore, 80% of strategists manage three or more platforms simultaneously, with 43% handling four or more. This multi-channel approach necessitates sophisticated optimization strategies, such as the integration of performance metrics from advertising platforms with backend lead management systems.
In conclusion, the 2025 Agency AdOps Benchmark Report provides valuable insights into the current state and future direction of digital marketing agencies. The report underscores the need for operational automation to navigate the complexities of modern marketing and stay competitive in the ever-evolving digital landscape.
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