News: Article

2016

AD CLIENTS FOLLOWING CONSUMERS TO STREAMING AUDIO.

June 10th, 2016 | Read more articles from 2016 or Visit the News Archive
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Originally Appearing at: Inside Radio

As consumption of streaming video and audio continue to rise sharply, advertisers are, naturally, following the eyeballs and eardrums. Over half (53%) of agencies surveyed by advertising software firm STRATA say they are more interested in streaming options such as iHeartRadio and Pandora than they were last year, a 15% increase over first-quarter 2015.

Video sites such as Hulu and YouTube are also seeing major demand as 71% of agencies are more interested in advertising on those platforms than they were a year ago.

The first-quarter survey of ad agency execs shows the overall advertising economy looks strong: 49% more agencies project a rise in business in the second quarter over the same period last year, and 46% project their growth in the first half of the year to be better than the last half of 2015.

The survey also found that digital spend is increasingly being executed through programmatic exchanges. Toward that end, 37% of respondents say they trust programmatic to execute digital orders, a 22% climb over last quarter. And overall, more dollars are flowing to programmatic buying as agency trust in the technology improves for both digital and non-digital buying. Also, 21% of agencies plan on conducting anywhere from 20%-40% of their ad spend programmatically, a 50% increase from last quarter, while another 41% plan on executing between 10%-20% of ad buys programmatically. Meanwhile, 30% of agencies say they are not planning on making buys programmatically, the lowest percentage of agencies in the history of the survey.

Comparing all advertising mediums, TV is the top choice for agencies as 48% say they are more focused on spot TV/cable than any other medium, a 16% rise from a year ago.

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