OPA Intelligence Reports

Posted in Research on 02/11/2013 By Mark Glaser & Courtney Lowery Cowgill

Digital ads to overtake traditional

The answer to the proverbial question of…if more people are using digital platforms than ever, why aren’t marketers moving their money over to digital as fast…may be getting a different answer soon. According to a survey by ad transaction processor Strata of 100 ad agencies, one third of the respondents said they expect to be spending more on digital advertising than traditional advertising in the next three years. Print is likely to take the biggest hit with agencies saying that 60 percent of advertisers are less interested in print today than they were a year ago. And interest in traditional TV spots was 40 percent lower and for spot radio, it was 32 percent less than a year ago. Within digital, more than 80 percent said online display would be their main focus. Search came in at 71 percent and social media at 52 percent.

The big headache for agencies now is how to figure out the platform mix for their campaigns. John Shelton, CEO and President of Strata said in a release, “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.” Twenty-two percent of respondents said how to incorporate different media was a challenge. Seventy-six percent of those surveyed said they use at least three different media for their campaigns.