There's no question that Apple devices cut a high profile among ad agencies and clients, according to the Strata survey, with 80% of agencies saying they're interesting in advertising on the iPhone, and 31% expressing interest in the iPad.
But at the same time, 90% of ad agency respondents said their advertising clients had not asked them to execute campaigns using iAd -- which allows advertisers to create and deliver ads alongside apps downloaded from Apple's mobile app store -- or other new platforms, such as Apple TV and Google TV.
Turning to other media categories, the Strata survey held few surprises, with 79% of agencies saying they will use Facebook in their social media campaigns, followed by Twitter with 46%.
However, TV still gets the lion's share of attention, with 44% of advertisers saying it is their most important medium, followed by online, mobile and other digital, at just over 21%. At the same time, 78% of respondents said digital was getting more attention this year than previously.
Asked about the general business environment, 51% of agency respondents said their business is increasing, while one quarter expect clients to spend more on advertising in 2011. The first figure is close to the results of a separate survey by Alterian, which found that 49% of agency and marketing services respondents expect business to increase in 2011.