Digital Closing in on Local TV as Preferred Ad Channel

The rise of the digital channel has been nothing short of phenomenal in the past decade. Will digital remain part of a balanced mix in media buying strategies or surge ahead to capture the lion's share of marketer budgets? A recent report from STRATA reveals ad agency and marketer intent about digital.

STRATA, a media buying software concern, recently aggregated marketing practices of its ad agency clients and discovered that agencies prefer the following formats as their primary media channel:

  • Digital 34%
  • Local TV: 35%

The agency’s survey also revealed that 31% of agencies are focusing more on local cable TV while 37% are less focused on radio than they were last year.

A big part of digital for the firms in this survey was social media with 89% saying they use Facebook.  The Facebook format is used in both earned and paid media efforts. J.D. Miller, director of marketing at STRATA noted, “I actually would expect it to be higher than 11 percent. [referring to the number who don't use Facebook] 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.”

The other major social media platforms currently being used include:

  • YouTube: 39%
  • Twitter: 37%
  • LinkedIn: 22%
  • Google+: 14%

Finally, only 56% of agencies say their clients see the true value of digital. This may explain why a significant number of agencies, 36%, say that digital will never outrun traditional.

[Sources: Heine, Christopher. Agency Survey Puts Digital and Local TV In a Close Race. Clickz​.com. 21 Oct. 2011. Web. 3 Nov. 2011;  Strata Survey. Gotostrata​.com. 20 Oct. 2011. Web. 4 Nov. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.