This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

STRATA Survey: Advertising Industry Concerns About Media Mix Hit A Four-Year High

CHICAGO, Feb. 5, 2013 /PRNewswire/ -- Advertising agencies are increasingly concerned with how to best utilize media mix, according to STRATA's most recent quarterly survey. Twenty-two percent of agencies surveyed indicated that media mix was a challenge. Tellingly, 76% of those polled advertise using at least three mediums per client campaign, indicating the need for multi-platform advertising.

The STRATA survey of nearly 100 media buying agencies in the fourth quarter also shows the largest concern in 2013 is attracting new clients, with nearly one third of respondents citing the challenge.

Marketers expect digital spending to continue its upward trajectory. Currently, 54% percent of surveyed agencies say their clients are most interested in advertising on TV above all other mediums. Digital comes in second at 30%. However, digital may eclipse traditional advertising in the near future, with nearly one third of respondents expecting to spend more on digital than on traditional media within 1-3 years. Within the digital subcategories, over 80% of those polled said online display would be their focus followed by search at 71%, and social media at 52%.

"New advertising mediums are evolving at an unprecedented pace, and agencies are constantly trying to figure out how to get the best return on investment for their campaigns. It makes sense that understanding how to attain the best possible media mix could be a very real challenge today," said John Shelton, CEO and President of STRATA.

2013 Outlook Uncertain

Half the agencies polled expect their growth in the first half of 2013 to be the same as the last half of 2012. Only 37% of agencies saw their business increase at the end of 2012 compared to a year ago. This marks an 18% reduction from the end of 2011. Furthermore, nearly a quarter of the agencies polled see their business decreasing, a 36% increase from the fourth quarter of 2011.

1 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,454.47 -108.83 -0.66%
S&P 500 1,918.02 -12.65 -0.66%
NASDAQ 4,330.4880 -39.2850 -0.90%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs