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STRATA Survey: Emerging Social Media Platforms Grow Market Share With Advertisers

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SOCIAL MEDIA IS A LEGITIMATE FORCE

Originally appearing on The Street on 11/27/12

As the popularity of social media continues to grow, the pool of advertising industry holdouts continues to shrink. In 3Q12, only 8.1% of marketers surveyed were not utilizing social media, a decrease compared to 8.5% in 2Q12 and 10.3% in 1Q12. 11.3% did not utilize social media in 3Q11 and 13.6% in 3Q10.

ADDITIONAL FINDINGS

* Facebook is the leading social media platform of choice, with 82.4% of advertisers preferring to use it in their clients’ campaigns. YouTube was second at 42%.
* Merging Traditional and Digital is a huge challenge for 39% of agencies. It is second only to determining ROI, which is a challenge for 49%.
* 26% of respondents expect to have a greater spend in Digital than Traditional in 1-3 years. That is an increase of 29% since 3Q11.
* Online Display (84%) is the top choice for Digital Advertising. A close second is now Search (78%), up 20% over 2Q12. Social checked in at third (57%) and Mobile is fourth (45%).

ABOUT STRATA

STRATA is the only system provider that connects both media buyers and sellers. The custom solutions supplied by STRATA empower clients to sell and efficiently purchase all media types including cable, broadcast, newspaper, radio, outdoor and digital advertising mediums.  On average, over $50 Billion in advertising dollars flow through STRATA systems per year.  

As the system of choice for over 1,000 agencies nationally, STRATA provides media technology that enables organizations to lead rather than react to industry developments.  By transforming the way advertisements are placed and tracked, STRATA adds a new level of transparency to campaigns that is necessary in the ever-evolving media world.

Headquartered in Chicago, STRATA has been supplying solutions to the media buying and selling industry since 1983.  STRATA is owned by Comcast Cable http://www.comcast.com/.  For more information, visit http://www.gotostrata.com, call (800) 9 STRATA, http://www.facebook.com/STRATA and on Twitter - @gotostrata

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