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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.

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