March 10th, 2016 | Read more articles from 2016 or Visit the News Archive
AGENCIES GUNG-HO FOR STREAMING VIDEO
INTEREST GROWS IN LOCAL TV AND CABLE
Streaming video and audio options are heating up for advertising agencies, according to a fourth quarter survey conducted by STRATA. The survey found that three-quarters of agencies are more interested in streaming video than a year ago, and over half are more interested IN streaming audio. Amid a backdrop of inventory and fraud concerns, streaming options are still providing a solid ROI for many agencies, the survey found. 40% are “fairly confident” they are getting a good value out of their streaming video buys, while an equal amount aren’t quite sure yet. Hitting the campaign’s targeted audience remained a top focus as 44% said their online video buys are reaching their intended audience “most of the time” and 39% said it reaches them “only sometimes”.
With the election season picking up steam, local TV witnessed an increase in agency attention as nearly a quarter of those polled said they are more interested in it than they were last year, while 24% are more interested in local cable. Overall, 42% of agencies are more focused on local TV/cable than any other medium for their campaigns (digital was second at 32%).