Advertising and marketing trends of media buying agencies

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Advertising and marketing trends of media buying agencies

Advertising and marketing trends of media buying agencies

Strata Marketing Inc., a customized media management solutions provider, has released a report on Q4 2009 advertising and marketing trends of media buying agencies.

According to the report, year-over-year Internet advertising has seen an 82 percent growth as the channel of choice in the Q4’09 survey of media agencies.

Highlights of the report include:

• While 38.6 percent see their business increasing in the 4th quarter 2009 versus the end of 2008, almost half (47.7 percent) felt their growth will remain stagnant in the first half of 2010. When asked when they see the economy returning to a strong growth period, answers stretched evenly between early 2010 to not until after 2011.

• A quarter of the agencies polled plan on hiring staff in 2010, and only 4.5 percent felt they’d have to reduce staff. This comes from the 38.6% who saw their business increasing at the end of the year and the 25 percent that felt that their customers planned on increasing their spending budgets from 2009.

• Seventy-nine percent say their customers have a larger focus on Internet advertising than they did a year ago, opposed to TV at only 22.7 percent. TV is still the medium of choice with 48 percent of respondents feeling their clients are more focused upon that than any other media.

• While “Client Attraction” is the largest challenge agencies are facing (40.9 percent), “Media Mix” is a growing concern along with “Client Spending”. In 2008, Media Mix was last on the list of concerns and Client Retention and Ad Costs were agency’s top challenges. In the 4th quarter 2009 survey, Media Mix was up 264 percent from the previous quarter and now one of the top concerns.

• Thirty-six percent felt that they were very likely to fit “Advanced Advertising” into their customers’ plans this year. That is a 108 percent increase from the previous quarter. Seventy-five percent of the respondents said they were either “somewhat” or “very” likely to advertise in this medium in 2010.

• Nearly 42 percent of those polled felt that their customers’ focus on Radio will be less than last year. In 2008, that number was only 30 percent. Print advertising continues to drop, as 43.2 percent of the respondents say their customers’ focus on Print will be less than last year. Just more than 2 percent felt that their customers will have more of a focus on Print than they did last year.

• Almost 32 percent say that their customers are keeping the same budget as they had in 2009.

• Nearly 14 percent expect their business to have less growth in the first half of 2010 than the last half of 2009.

Posted on Friday, February 05, 2010 (Archive on Friday, February 12, 2010)
Posted by jstoltz Contributed by jstoltz

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