2-21-14
A Strata survey of advertising agencies found that while social media and online video were "major areas of focus" for advertisers in Q4, those agencies aren't really sure they're getting value for their clients from those channel. Still, 87 percent said they were interested in using social media in client campaigns, and nearly all -- 98 percent -- said they're just as interested -- or more -- in streaming/online video compared to a year ago.
Facebook is still the leading social media channel for advertisers; 81 percent of respondents said they'd use Facebook in clients' campaigns. Other popular channels are YouTube and Twitter, with a "big shift in sentiment toward Pinterest," Strata reports.
Meanwhile, 54 percent of respondents said they'd buy more social media if the value was "more obvious," while 41 percent said they'd be more open to social media with changes including an easier process, more obvious effectiveness, lower minimum volumes, and less complex targeting.
Strata EVP Joy Baer said, "In the advertising industry, the buzz often comes before the payoff. Everyone wants to buy social media and online video because it's the way the industry is heading, but the real ROI is more complex to define. It's a science that is still being developed."
And traditional radio? Strata found interest has dropped 67 percent since 2010, but "interest in streaming radio is growing tremendously, with 58 percent of respondents more interested in the medium than they were a year ago."
