The survey, conducted by STRATA, the leader in media buying and selling software, found that more than 87% of agencies polled were interested in using social media in client campaigns, while 98% said they were either more interested or equally as interested in streaming/online video than they were a year ago. Given all the new channels available to agencies, it’s not surprising that media mix was cited as the second largest concern for agencies, and up 20% since last quarter.
Facebook is still the dominant social media channel for advertisers with 81% of respondents indicating they would use Facebook in their clients’ campaigns. On Facebook, respondents were most likely to buy Standard External Website Ads (33%), Promoted Posts (31%) and Page Post Ads (31%).
Other popular social channels for agencies include YouTube (57%) and Twitter (48%). Agencies also indicated a big shift in sentiment towards Pinterest, as 35% said they would use the channel, up from just 22% one year ago. LinkedIn is also gaining popularity with agencies, as 33% of agencies indicated they would consider using it in clients’ campaigns. This represents an increase of 56% since last year.
While interest in social media advertising continues to grow at astronomical rates, the value of social media remains in question for advertisers. 54% of respondents said they would buy more social media ad spots if the value was more obvious, and 41% would be more open with a set of changes including an easier process, more obvious effectiveness, lower minimum volumes and less complex targeting.
Online and streaming video and radio also gained popularity with agencies:
- 65% of respondents say they are more interested in streaming/online video than they were a year ago
- 60% said that they believe an online video impression is equal to a TV impression.
- Traditional radio continues to experience a drop off (interest in is down 67% since 2010)
- Interest in online/streaming radio is growing tremendously, with 59% of respondents more interested in the medium than they were a year ago.
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