April 29th, 2011 | Read more articles from 2011 or Visit the News Archive
Traditional, Digital Agencies Clash Over Media Usage
Originally appearing in MediaPost on April 29, 2011
For the most part, digital and traditional advertising aren’t working too well together. A survey from STRATA, a media buying/selling software company, says though digital continues to grow, there are major obstacles. One major one: “clients still do not fully comprehend the value of this form of media.”
STRATA says its survey also reveals major hurdles in getting cohesive campaign goals. Part of this comes from the digital side which is fighting against a lack of advertiser demand and weak “channel effectiveness.”
The findings suggest that 93% of respondents are not actively requesting new ad venues, such as the iAd, Google TV and Apple TV. 51% of respondents says channel effectiveness is hurt, due to insufficient digital measurement. Another 59% say clients don’t truly understand the value of digital advertising.
John Shelton, president and CEO of STRATA, says: “Agencies are being actively challenged by clients to provide true ROI figures, but they don’t have the tools to fully report digital and traditional advertising results together.
“Agencies are also struggling with selling certain digital advertising to clients,” he adds, “as most are currently unimpressed with the reach of such new avenues.”
Article originally appeared in MediaPost, April 29, 2011: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149630&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=STRATA&page_number=0&searchTab=all
STRATA is the nation’s leading provider of media buying and selling software. 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.
The whole-scale changes that are occurring in this fragmented media landscape require a customizable and convergent solution. STRATA provides the technology to enable organizations to lead rather than react. By transforming the way advertisements are placed and tracked, STRATA adds efficiency and precision across traditional and emerging platforms.
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 http://www.gotostrata.com or call (800) 9 STRATA
For more information: http://www.gotostrata.com,
www.facebook.com/STRATA and on Twitter - @gotostrata
For Further Information
Contact: J.D. Miller
Director, Marketing and Communications