According to the most recent STRATA Survey, the media buying industry is optimistic. Among the findings in the survey are that eight out of 10 ad agencies will focus on digital more than they did a year ago.
More than 1,000 advertising agencies nationwide were surveyed by STRATA. Of these respondents, 81 percent expect their client’s approach to advertising and marketing to either increase or stay the same, up 14 percent from the third quarter.
“Adding to this positive economic surge, nearly half of respondents said they project the 1st half of 2012 to be better than the last half of 2011 with increases in business compared to the same time last year,” according to STRATA. Additionally, 31 percent of agencies said they plan on hiring in 2012, up 29 percent from the third quarter and up 28 percent from the same time last year.
When asked about their client’s focus on digital, 81 percent of responding agencies said it was more than it was a year ago, down 4 percent from the previous quarter. The STRATA survey also found that 54 percent of agencies say their clients don’t understand the value of digital.
Regarding social media, 89 percent of agencies plan to use Facebook in ad campaigns, followed by 39 percent for Twitter, 36 percent for YouTube, 21 percent for LinkedIn and 18 percent for Google+. For Google+, that mark reflects a 28 percent increase from the third quarter.
Mobile advertising in the fourth quarter was up 39 percent, according to surveyed agencies, with the iPhone reigning as the top choice by 83 percent of agencies surveyed. Android garnered a 76 percent response, up 32 percent from the third quarter and 50 percent from the fourth quarter in 2010.
The iPad was third for mobile advertising with 46 percent, but 76 percent of agencies say that there will be an increase in interest in advertising on this medium.
For mobile advertising, display was the top option in the fourth quarter with 46 percent of the response, followed by SMS with 25 percent, up 61 percent from the same quarter in 2010.
Spot TV (broadcast and cable) was the top medium of choice for clients, according to 51 percent of agencies surveyed. This was followed by digital with 31 percent and spot radio with 8 percent.
Also included in the survey’s findings was that 49 percent of respondents expect the first half of 2012 to be better than the second half of 2011.
Source:
http://www.gotostrata.com/news-article/strata_survey_ad_spending_climbs_-_digital_hits_plateau/
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