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Survey: Buyer Interest in Streaming Jumps

March 8th, 2016 | Read more articles from 2016 or Visit the News Archive
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Appearing at Multichannel News

By Jon Lafayette, Broadcasting and Cable

Strata Survey Also Sees More Focus on Mobile, Digital Ads

Media agencies are much more interested in buying streaming video than they were a year ago, according to a new report.

A fourth-quarter survey conducted by media buying software firm Strata found that 75% of agencies are more interested and 40% are fairly confident they are getting a good value out of their streaming media buys despite well-publicized concerns about fraud and viewability concerns.

Buyers said they like streaming video because it hits a campaign’s target audience.

Mobile and digital advertising are also getting more attention from agencies, with 84% reporting increased interest in digital and 77% saying mobile is something they were more interested in, up from 65% a year ago.


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