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Strata survey finds 91.9% of ad agencies using social

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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.
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