STRATA Survey: Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago
Untitled Document

A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by media buying and selling software company, STRATA.

YouTube is the most dominant site within digital video, as 72% of agencies said their clients are interested in advertising on that medium, up 5% from last year. HULU followed at 36%, a 32% jump from 3Q13. Despite the strong growth for digital video, agencies still question the value of online video ads. Almost half (47%) said they are fairly confident they are getting a good value for their money in recent digital video ad purchases, while 40% say they are unsure.

Driven by television along with digital advertising, the overall ad economy appears to be strong as 62% of agencies say their business is increasing this quarter compared to the same time last year, representing an all-time high for the STRATA Agency Survey. Spot TV continues to be the top source for advertisers as 55% say their clients are the most interested in that medium, the largest percentage in 22 quarters of the survey. For spot radio, 13% of agencies responded that that medium is receiving the most interest, up 32% from a year ago.

“While dollars continue to flow to the traditional advertising mediums, our agencies continue to ask for better ways to buy digital video advertising,” said Joy Baer, president of STRATA. “We are seeing long-form digital video content increasingly mirror the 30-second TV ad experience, further blurring the lines between devices. We as an industry need to make it easier to buy video, regardless of the platform, and provide the right measurement and accountability to help our buyers purchase digital video at scale.”

The use of programmatic buying also continues draw differing opinions from agencies. Thirty-nine percent of agencies are still undecided as to whether they trust programmatic to carry out their media buying, while an equal amount of agencies believe that programmatic buying is effective in reaching their clients’ target audiences. The most popular form of programmatic buying, according to agencies, is digital, with a third of agencies polled stating they use programmatic to purchase their digital ads.

Other key findings:
• 89% plan on using Facebook in client campaigns, which is the third highest number in the STRATA Agency Survey since 2008. YouTube (53%), Twitter (50%), LinkedIn (36%) and Pinterest (32%) followed.

• Pinterest had the largest year-to-year growth, jumping up 31% over 2Q13.

• 51% project the second half of 2014 to be better than the first half, up 19% from the second quarter of 2013

• 31% are less interested in Out of Home advertising than a year ago, the largest percentage since 2008.




 
Breaking News
iHeartMedia Names Tony Banks Director of Talent Development for Central Division
Elvis Duran To Receive Star On The Hollywood Walk Of Fame
WMGC/Detroit Pulls The Plug On Sports Talk
In Brief - June 29, 2016
June 28, 2016
jâcapps Cracks The Connected Car Code For Radio
ABC Radio, SLS Las Vegas & Skyview Networks Announce Strategic Sales & Radio Programming Relationship
WLTW/New York Celebrates Broadway This Summer At 106.7 LITE FM’s Broadway in Bryant Park 2016
CBS Radio Grabs Its Share of Gracie Awards
WXPN/Philadelphia Reaches A Milestone 30,000 Members
June 27, 2016
iHeartMedia-Columbia Names Jonathan Reed Program Director At WNOK
Hilary Returns to 91X/San Diego
Greater Media Restructuring Leads to Layoffs
June 24, 2016
European Music Industry Reacts to "Brexit"
iHeartMedia-Nashville Names Morgan Huelsman Digital PD
In Brief - June 24, 2016
June 23, 2016
Republic Records Names Dan Cohen As VP/Marketing
WMMR/Philadelphia's 11th Annual I Bleed For Preston & Steve Blood Drive Hailed A Big Success
CBS Radio's Lisa Dent, Tim Roberts & Mick Anselmo Honored By Country Radio Hall Of Fame
June 22, 2016
Cumulus Media Appoints John Abbot as Chief Financial Officer
iHeartMedia Cannes Event With Ryan Seacrest And Usher
Berlin School & iHeartMedia Announce Return Of 'Leadership in Audio Innovation' Scholarship Competition
iHeartMedia/St. Louis Announces Launch Of Pride Radio St. Louis
June 21, 2016
Community Broadcasters Purchase Florida Stations From Apex Broadcasting
jâcapps to Host Webinar on Understanding the Connected Car
Music News
Does It Inspire You?
Quick Hits: Scotty Moore, Rihanna, Democratic National Convention, Hollywood Walk of Fame
Jennifer Hudson Signs With Epic Records
Quick Hits: Pink Floyd, Riot Fest
BET Awards Honor Prince, Get Political
Drake Still at #1, Chili Peppers Debut at #2
Kelly Clarkson Signs Worldwide Deal With Atlantic Records
Quick Hits: Bernie Worrell, Rihanna, Aerosmith, Kennedy Center Honors, Ralph Stanley
Led Zeppelin Wins Copyright Trial
Quick Hits: Kanye West, The BET Awards
Kanye West, The Weeknd + more to play The Meadows Music and Arts Festival
Quick Hits: Music Midtown festival, Drake, Chance the Rapper. Outta This World concert, Maynard James Keenan
Nick Jonas Debuts at #2, Drake Still Tops Billboard 200
Quick Hits: Made In America festival, Drake, Rita Ora, P.M. Dawn, Grouplove, The Beatles
Quick Hits: Guns N' Roses, Christina Aguilera, Meat Loaf, Suicide Squad soundtrack
FMQB NOW

Brad Savage, PD
WAPS/Akron

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!