Ad Agencies Changing Media Mix (Buyers, Q2 2013) | |
Agency Position | % of Respondents |
Video, TV, cable, network and streaming main campaign focus in Q2 | 61% |
More interested in streaming radio than last year | 58 |
More interested in TV (spot TV/cable) than any other medium | 44 |
More interested in digital than any other medium | 35 |
Will spend more on digital than traditional in the next 1-3 years | 28 |
Don’t anticipate ever spending more on digital than traditional | 27 |
Source: Strata, August 2013 |
John Shelton, President and CEO of STRATA, says “… digital has
become an integral component for many advertising campaigns… moving forward, we expect to see ad dollars split even more evenly between traditional media and… newer avenues… such
as mobile and social media…”
Many of the non-traditional mediums continued to gain advertiser attention last quarter. 61% said Video (including TV, cable, network and streaming) was
the main area of focus for their overall campaigns. 66% of respondents were more interested in online video than last year.
Shelton says “… we’re just touching the tip of the advertising iceberg as Facebook,
Twitter and others continue to expand their video offerings… expecting more online video advertising orders… due to the demand from media buyers and the increased capabilities of the
sellers… “
Streaming/online radio continues to see momentum with 58% saying they are more interested in it than a year ago. Interest in traditional radio advertising continues to
fall as 86% said their clients were interested in traditional radio at the same level or less than last year, representing the lowest rate of interest for radio seen in 19 quarters.
Facebook,
YouTube, Twitter, LinkedIn, and Pinterest all reported record highs for agency campaigns, and a large majority (74%) use free social media to support client campaigns and 25% say they see a better ROI
on paid social compared to free. 11% experience a better ROI on free social.
The ad economy generally looks healthy as over half of the agencies polled experienced an increase in business
compared to this time last year, says the report. Client attraction remains a main challenge for agencies (41%) and client spending is the next biggest challenge for agencies (21%). Client spending
historically gets a spike in the second quarter as a major concern for ad agencies due to the completion of the ad orders from the first half of the year and uncertainty over ad spend for the next
half of the year.
Other key findings in the report:
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