Overall, media buyers are less optimistic than they were in the second quarter. Nearly half of agencies don't foresee that their clients will increase their spending for 2011, according to a quarterly survey of media buying companies by Strata. Strata, a software provider for media buyers, has surveyed its customers on a quarterly basis since 2008. They provided the results of their third quarter survey exclusively to Ad Age. Among other key findings:
- As the political ad season heads into its final fortnight, ads are getting crowded off of network TV and turning to cable, radio and internet. 56% of media buying agencies feel that they are competing for space with political ads. This is leading to an increased interest level in advertising on cable with 31.3% of respondents are more focused on cable than they were a year ago.
- Agencies are split on digital. More than a quarter of agencies believe they will spend more on digital advertising than traditional within one to three years. But nearly three in 10 do not foresee ever spending more on digital.
- 81% of agencies use ad networks (Google, Yahoo, etc.) to place digital ads.
- Social media sites have pushed news into a distant third for top advertising choice for online media spending. Search engines remain first with 79.4% of agencies likely to use it. Almost 90% of agencies plan to use Facebook in upcoming campaigns.
- Only 3% of advertisers have expressed interest in the iAd or Apple TV platforms. IPhone is losing share to Android.
- Agencies are already losing interest in location-based platforms. Nearly 60% have no plans to work them into their media plans. Respondents are already as interested in Facebook Places as Foursquare.
- TV is the top medium, followed by digital. Sixty percent of agencies are less focused on print than they were a year ago and nearly as many feel that print cannot be saved.
- And the recession keeps on going. Overall, media buyers are less optimistic than they were in second quarter. Nearly half of agencies don't foresee that their clients will increase their spending for 2011.
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