Strata

December 2011

• December 5

  Uneven Campaign Metrics Make Multichannel Advertising More Challenging

  
  Originally appearing at eMarketer.com on December 5, 2011
  
  Marketers report difficulty making sense of online metrics
  
  Companies can no longer ignore the growing online population, and many have already found ways to successfully reach both online and offline audiences using multichannel advertising.
  
  Still, a number of brands shy away from multichannel advertising. One often-cited reason is the lesser audience reach of online when compared to traditional mass media, such as TV.
  
  But difficulties associated with integrating and measuring the integration of online and offline advertising are also to blame. According to media buying software provider STRATA, merging traditional and digital advertising into one campaign was a challenge for 38% of US ad agencies in Q3 2011, down from 46.4% in Q2 of the same year. >Read More

November 2011

• November 30

  Retailer Ad Spends Near Flat for Holiday

  
  Originally appearing in Women’s Wear Daily, on Nov. 29, 2011 by Vicki M. Young and Lisa Lockwood
  
  ’Tis the season for advertising spending.
  
  For the crucial holiday selling season, retailers appear to be armed with advertising budgets equal to, or slightly larger than, last year. According to a spot check of ad agencies, consulting firms and retailers, stores are employing a combination of digital, print, TV and outdoor advertising to drum up holiday business. While gift-giving appears to be the dominant trend, many are using newspapers, inserts and online ads for promotional purposes and to encourage self-purchases. >Read More

• November 22

  Ad spending-wise, a solid holiday season

  
  Most marketers will spend as much or more than last year
  
  Originally appearing at Media Life, by Diego Vasquez on November 22, 2011
  
  Yes, the economy is struggling, and yes, second-half advertising numbers trickling out over recent weeks have been sobering.
  
  But most advertisers still plan to spend at least as much this holiday season as they did last year, and some are even increasing their budgets.
  
  That’s the finding of a new survey of media buyers conducted by STRATA, a Chicago-based media buying and selling software provider. >Read More

• November 22

  Digital Passes Spot Radio For Holiday Ad Buys, Says STRATA Survey

  
  Originally appearing at All Access, (affiliated with MediaBase) on November 22, 2011
  
  A new STRATA “flash survey” confirms digital media is set to have a strong holiday advertising season. MEDIAPOST reports, “While spot broadcast and cable TV remains #1 among for holiday-oriented advertisers, Internet/digital ranks #2, displacing spot radio, which falls to the #3 option, followed by network cable TV, print, broadcast network TV, and out-of-home media.” >Read More

• November 15

  Appy Holidays: Digital Supplants Radio As Seasonal Medium, Spot TV Remains No. 1

  
  Originally appearing in MediaPost on Nov. 15th, 2011 by Joe Mandese
  
  It’s beginning to look a lot like digital, almost everywhere Madison Avenue goes this holiday season. That’s the finding of a special “flash survey” STRATA Systems conducted among its agency clients to gauge how recent economic trends are impacting their seasonal media planning and buying. >Read More

• November 1

  The Long Haul to Capitalizing on Web Trends

  
  Originally appearing in The Wall Street Jounral on November 1, 2011, by Geoffrey A. Fowler and Emily Steel
  
  Web companies often upend industries. But they can labor for years to fully make money on their revolutions.
  
  Take Google Inc. When the Internet titan came onto the scene in the 1990s, the company first focused on building technologies for searching the Web before considering its advertising prospects, recalls Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital advertising company owned by Publicis Groupe SA.
  
  It wasn’t until a competitor, GoTo.com, created >Read More

October 2011

• October 21

  Agency Survey Puts Digital and Local TV In a Close Race

  
  Originally appearing on ClickZ on October 21, 2011 by Christopher Heine  
  
  One in five ad agencies surveyed by STRATA predict their digital spend will outweigh traditional within three years. The media buying software firm released Q3 data yesterday aggregating marketing behaviors from 89 of its ad agency clients.
  
  Thirty-four percent of the agencies said digital was their No. 1 medium, while 35 percent cited local TV. The finding represents the closest outcome in the three years Strata has been asking the digital vs. local TV survey question. Not surprisingly, 85 percent of the respondents said they have been more focused on digital in 2011 than they were last year. >Read More