Directive vs NP Digital:Which is more popular?
In September 2026, NP Digital had more branded searches than Directive among performance marketing agencies worldwide. NP Digital had about 5,510 branded searches, while Directive had 1,310. NP Digital made up 25% of all performance marketing agency searches we track, and Directive accounted for 6%. When we asked ChatGPT and Google AI Overviews about performance marketing agencies, Directive appeared in three of the five answers and NP Digital in one. Directive was mentioned before NP Digital in every answer.
Who do people search for more?
NP Digital, about 4 searches for every 1 for Directive
Who does AI mention more?
Directive, mentioned in 3 of 5 answers, NP Digital in 1
Who does AI recommend more?
Directive, named ahead of NP Digital in every answer
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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. NP Digital was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Directive was listed before NP Digital in every answer.
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 Directive or NP Digital more popular in search?
This chart shows how often people search Google for Directive and NP Digital 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 NP Digital, Directive. 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 Directive and NP Digital comparison changed over the last 12 months?
3 findings
- NP Digital was ahead of Directive in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, NP Digital’s share of searches among performance marketing agencies worldwide moved from 27.1% to 25%, and its estimated monthly branded searches moved from 6.7K to 5.5K.
How did search popularity change for performance marketing agencies worldwide in September 2026?
2 changes
In September 2026, NP Digital gained share of searches among performance marketing agencies worldwide, from 24.5% to 25%.
In September 2026, Directive rose from 6th to 5th among performance marketing agencies worldwide.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Directive’s and NP Digital’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.
Directive
2 branded search terms
- directive consulting
- directiveconsulting.com
NP Digital
2 branded search terms
- np digital
- np digital marketing
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