Media Buyers Favor TV, But Digital, Video On Rise

TV is still the most popular advertising tool for media buyers -- but at its lowest level in three years, according to a new survey.

Chicago-based Strata, the media-buying and selling software company, says TV remains the top advertising medium with 44% of survey respondents saying “they are more interested in advertising" on it. But this is the lowest score in three years.

Digital is now at 35% -- up from 16% a year ago. Twenty-eight percent of those surveyed say advertisers will have greater spend on digital media platforms than traditional media in one to three years. Conversely, about the same number -- 27% --  say they don’t ever anticipate spending more on digital than traditional media.

Overall interest in video also remains high. There is a 61% interest in video -- TV, cable, network and digital streaming -- with 66% saying they are more interested in online video than last year. YouTube is the top online video site for media agencies at 69%. Hulu is next at 35%, and Netflix and social media video site Vine are tied for third at 14%.

Other older media continues to fall -- traditional radio advertising, for example. Eighty-six percent of media buyers say clients were interested at the same level or less than last year -- the lowest rate of interest for radio in 19 quarters.

Forty-one percent of media executives say “client attraction” remains a main goal, with 21% pointing to client spending is the second biggest challenge. Media executives say the ad economy generally looks healthy -- over half of the agencies polled experienced an increase in business compared to this time last year.

1 comment about "Media Buyers Favor TV, But Digital, Video On Rise".
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  1. Adam O' Flynn from Viddyad, August 23, 2013 at 4:20 a.m.

    It's great to see such high numbers (66%) of people being more interested in online video than last year! What if those numbers could change from being 'interested' to 'using' online video?

    TV advertising will always be a powerful medium for big brands - with an emphasis on 'big'. What about the brands who cannot afford TV space but still want to compete in the online video market? As it stands, it is still far too expensive and time consuming for small businesses to shoot and produce their own video ads, let alone run effective campaigns.

    This is where Viddyad can help - small business owners can produce their own professional videos in minutes using our revolutionary video maker software. It is completely free to use and businesses can take advantage of the world's largest database of stock footage with over 10 million images, videos and music clips to choose from. Check it out and let me know what you think!

    'We're the platform, You're the producer.'

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