DEPT vs Directive:Which is more popular?
In September 2026, Directive had more branded searches than DEPT among performance marketing agencies worldwide. Directive had about 1,310 branded searches, while DEPT had 70. Directive made up 6% of all performance marketing agency searches we track, and DEPT accounted for 0.32%. When we asked ChatGPT and Google AI Overviews about performance marketing agencies, Directive appeared in three of the five answers and DEPT in none.
Who do people search for more?
Directive, about 19 searches for every 1 for DEPT
Who does AI mention more?
Directive, mentioned in 3 of 5 answers, DEPT in 0
Who does AI recommend more?
Directive, the only one of the two named
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Top performance marketing agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Directive was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. DEPT did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Directive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Tinuiti2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wpromote2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
NP Digital1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Disruptive Advertising1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Jellyfish0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DEPT0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about performance marketing agencies
5 answers
Asked ChatGPT
“Which performance marketing agency should I hire?”
Asked ChatGPT
“What are the best performance marketing agencies?”
Asked ChatGPT
“What's the best performance marketing agency for measurable acquisition?”
Searched Google, AI Overview
“performance marketing agencies”
Searched Google, AI Overview
“paid media agency”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is DEPT or Directive more popular in search?
This chart shows how often people search Google for DEPT and Directive by name. Each line represents a brand's share of searches for all seven performance marketing agencies we track, month by month, from English-language searches worldwide.
Share of searches by month for Directive, DEPT. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tinuiti | NP Digital | Wpromote | Disruptive Advertising | Directive | Jellyfish | DEPT |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.6% | 27.1% | 17.9% | 9.8% | 7.7% | 9.7% | 0.2% |
| Nov 2025 | 26.8% | 31.7% | 21.2% | 9.1% | 6.2% | 4.7% | 0.24% |
| Dec 2025 | 31.1% | 24.8% | 24.7% | 8.8% | 5.9% | 4.5% | 0.23% |
| Jan 2026 | 26.5% | 25.7% | 25.5% | 9.5% | 7.5% | 5% | 0.27% |
| Feb 2026 | 28.2% | 27.3% | 22.3% | 10.1% | 7.8% | 4.1% | 0.2% |
| Mar 2026 | 31.5% | 24.9% | 20.4% | 11% | 7.1% | 4.8% | 0.19% |
| Apr 2026 | 37.7% | 24.6% | 16.4% | 9.1% | 7.1% | 4.8% | 0.18% |
| May 2026 | 33.3% | 26.5% | 21.7% | 6.5% | 6.5% | 5.1% | 0.28% |
| Jun 2026 | 27.6% | 27.1% | 26.7% | 6.6% | 6.5% | 5.2% | 0.28% |
| Jul 2026 | 30.4% | 24.2% | 23.9% | 7.2% | 7.2% | 7% | 0.22% |
| Aug 2026 | 30.7% | 24.5% | 24.3% | 7.2% | 5.9% | 7.1% | 0.31% |
| Sep 2026 | 31.5% | 25% | 20.3% | 11% | 6% | 5.9% | 0.32% |
How has the DEPT and Directive comparison changed over the last 12 months?
3 findings
- Directive was ahead of DEPT in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DEPT’s share of searches among performance marketing agencies worldwide moved from 0.2% to 0.32%, and its estimated monthly branded searches moved from 50 to 70.
- Across the 12 months ending September 2026, Directive’s share of searches among performance marketing agencies worldwide moved from 7.7% to 6%, and its estimated monthly branded searches moved from 1.9K to 1.3K.
How did search popularity change for performance marketing agencies worldwide in September 2026?
2 changes
In September 2026, Directive rose from 6th to 5th among performance marketing agencies worldwide.
Estimated monthly branded searches for DEPT worldwide rose 40% over 12 measured months, from 50 to 70 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using DEPT’s and Directive’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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