Traditional Media Still Tops for Many Agencies

The future is not all digital, all the time. That’s the word from STRATA, a research concern that just published a new survey on ad agencies and their attention to media mix. Overall, STRATA analysts continue to say that 2012 will be a good year for advertising and while there’s a trend to purchase more digital, traditional is still an in-​demand platform for marketers.

Earlier this year, STRATA analysts predicted that media companies would generate more ad revenue in 2012. For the most part, agencies reported that their clients have remained steady with their ad spending so far this year.

While there’s huge interest in digital, about half — 54% of agencies and their advertisers, say that they prefer to buy TV ads as their top choice. And, when they anticipate the need to buy TV ad space as the political elections heat up, media buyers say they’ll compete to get that space instead of shifting to another format. The projections for political spending show that about 51% of agencies plan to be working with the same size budget as they did in 2010. Another 35% of buyers will have more to spend on behalf of their candidates and issues.

After TV, agencies and advertisers want to buy digital. The vast majority of these folks, 79%, expect to spend more on digital than they did last year. Marketers are as interested in display (71%) as they are in social (69%). And, search is still a key focus with 65% seeking to use that format.
In the week that Facebook plans to go public, their executives will be happy to know that when marketers think social, 85% want Facebook to be part of the ad spend. So far this year, YouTube has more interest from marketers than Twitter.

The other big news from this survey is that 11% of marketers are looking to use more print this year. Both radio and out-​of-​home key formats will garner more revenue. In addition, over half of agencies will use more than 3 formats when buying for their campaigns.

These numbers all point to positive results for media space providers.

[Source: Agencies Target TV.  Social Almost Catches Online Display. Strata​.com. 3 May 2012. Web. 15 May 2012] 
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.