Ad clients are thinking more and more about digital, agencies report. Although the dollars aren’t there yet, 34% of advertisers are focusing on digital above other forms, their numbers nearly even with the 35% that continue to give precedence to TV, according to a third-quarter report from media buying company STRATA. Meanwhile, 23% of agencies report buying mobile space for clients, unchanged from the previous quarter, although more of the spending shifted to display from SMS.
There’s no longer any question that digital has a seat at the advertising table, although the dollars spent there don’t yet compare to the money spent on traditional media like television.
According to Q3 2011 research from media buying solutions provider STRATA, clients are becoming just as focused on digital media as they are on spot TV. US ad agencies reported 34% of clients were thinking most about online advertising in Q3, compared with 24% the previous quarter. Meanwhile, the number of clients whose primary focus was on spot TV dropped from 41% to an almost-even 35%.
8- Consumer Willingness to Pay for Online News Gradually Increasing