As the number of potential advertising platforms continues to proliferate, media buying professionals face a dilemma. Should they buy TV spots in addition to out-of-home placements or just go all digital? This topic is shaping up to be a hot issue for media buyers this year.
TV is retaining its must-have position for media buyers in 2013. 54% of buyers say their clients still want exposure in that format. While digital has top billing for 30% of media buyers, based on client demand, 1/3 of buyers in general say that within the next 3 years, digital buys will surpass the demand for traditional media. The digital focus is on:
- Display 80%
- Search 71%
- Social media 52%
Because of the strong interest in digital, it’s not too surprising to learn that buyers are seeing less client interest in spot radio, out-of-home and print formats.
Media buyers may be feeling positive about digital but they are hesitant to predict big revenue gains for 2013. Nearly 25% believe they may be looking at a drop in revenue this year, especially since the advertising spending associated with political campaigns has largely ended. However, another 20% of these agencies say that their year has started off well.
These numbers were provided by STRATA in a quarterly industry survey which also revealed that buyers are using at least 3 platforms for each client campaign they roll out, a trend that shows the increasing complexity of the media buying process.[Source: Media Mix Challenges Weigh Heavy on Marketers in Increasingly Digital Landscape. STRATA. Jan. 2013. Web. 12 Feb. 2013