Agency Survey Puts Digital and Local TV in a Close Race
Facebook is included in 89 percent of campaigns.
Facebook is included in 89 percent of campaigns.
One in five ad agencies surveyed by Strata predict their digital spend will outweigh traditional within three years. The media buying software firm released Q3 data yesterday aggregating marketing behaviors from 89 of its ad agency clients.
Thirty-four percent of the agencies said digital was their No. 1 medium, while 35 percent cited local TV. The finding represents the closest outcome in the three years Strata has been asking the digital vs. local TV survey question. Not surprisingly, 85 percent of the respondents said they have been more focused on digital in 2011 than they were last year.
Facebook was the respondents’ social media platform of choice; 89 percent of the agencies said they will use the platform with either earned or paid media in campaigns. That stat also means that 11 percent don’t use the popular service – with its 150 million U.S. users – at all.
“I actually would expect it to be higher than 11 percent,” J.D. Miller, director of marketing for the Chicago-based Strata, told ClickZ News. “Agencies don’t always handle the social end of an advertising campaign with many of their clients handling social in-house and utilizing agencies more for purchasing advertising.”
Meanwhile, his company’s survey found that YouTube is more popular than Twitter in the social category. Thirty-nine percent of surveyed agencies use the Google-owned video site and 37 percent employed tweets. Twenty-two percent said they use LinkedIn in their campaigns, while Google+ trailed at 14 percent.
Some agencies threw cold water on the notion that digital could dominate advertising by 2014. Thirty-six percent stated digital would never overrun traditional.
Strata helps clients purchase placements in a range of media types, including national and local cable and broadcast TV, digital, radio, outdoor, and newspaper.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn today’s fast-paced digital marketplace, staying ahead of the curve is not just a goal, it’s a necessity. Meta’s latest offering, ...
View articleAs governments and social media platforms lock horns on news placements, we’re asking marketers for their opinion on how the issue will shape their st...
View articleAccording to Facebook, more than 450 million of its members visit groups on its social network where individuals buy and sell goods, and now Facebook ...
View articleMarketers' spending on social media has tripled in the past seven years but falls way short of where marketers expected it to be when they peered into...
View articleAdvertisers have been flocking to Snapchat, which now has more daily users than Twitter and is increasingly seen as perhaps the biggest threat to Face...
View articleHere are some examples of campaigns of local and small businesses that are rocking social media. Read More...
View articleAmerican Apparel's chief digital officer discussed the future of retail, the importance of delivering value to the consumer, and strategies for an IoT...
View articleA Facebook page can be very useful for a business with multiple locations, either nationally, or internationally. Here’s how to customise each ...
View article