Chicago—The overwhelming majority of ad agencies (91.9%) are using social media in client campaigns, according to a report by Strata Marketing, a media buying and selling software company.
The “Third Quarter Strata Survey” found that Facebook is the top social media platform among ad agencies responding, with 82.4% using Facebook in client campaigns. YouTube was second (42.0%) and Twitter, third (36.5%).
The survey also found that online display ads are the top vehicle for digital advertising (84.0%), followed by search (78.0%), social (57.0%) and mobile (45.0%).
The top challenge for agency executives is determining ROI on campaigns (49%); next is integrating traditional and digital advertising (39%).
The report was based on an online survey conducted in September and October of 80 media buyers at advertising agencies.