Media Buyers Predict Digital will Edge Out TV Soon

As the number of potential advertising platforms continues to proliferate, media buying professionals face a dilemma. Should they buy reportersTV 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
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.