News

Ad Agency Trends: Firms Project Growth In 2015

Originally Appearing in Bull Dog Reporter

Digital Ad Spend Will Be Biggest Budget Shift This Year

Advertising agencies entered 2015 with optimism, expanded client budgets and big plans for growth, according to a new agency survey conducted by STRATA, a media buying and selling software firm. 

> Read More

February 2015

January 2015

December 2014

  • December 23

    The rise of Instagram

    Appearing at MyFoxNY.com

    Excerpt:

    Considered outdated by some, Facebook is still winning the social media wars with more users than anyone else. Facebook now has 1.36 billion users, according to J.D. Miller, a director at media software company Strata. For that reason alone—the sheer numbers—Facebook is the preferred platform for advertisers and their money.

      >Read More

November 2014

  • November 21

    Marketing Charts: Weekend Reading, 11/21/14

    Appearing in Marketing Charts

    In a survey of 81 media buying agencies, STRATA reveals that the majority (61% share) of respondents indicate that targeting videos towards viewers’ interest is the most effective technique for attracting viewers to watch online video ads. By comparison, only 5% felt that using comedy or humor is the most effective technique. >Read More

  • November 12

    Programmatic Ad Buying Gaining Radio Ad Agency Trust

    Originally Appearing in Radio World

    Programmatic ad buying is gaining trust among radio media buyers and their agencies. So says media buying platform STRATA.

    The company says 20% of agencies that responded to a Q3 survey trust programmatic (or automated) buying to properly execute ad orders. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in The Street

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    Survey: Agency trust for programmatic buys grows.

    Appearing in Inside Radio

    As the radio industry begins to warm up to the idea of allowing media buyers to use automated software to purchase a portion of its inventory, agencies too are becoming more trusting of so-called programmatic buying. >Read More

  • November 11

    Programmatic: Everyone Uses It, Not Many Trust It (Yet)

    Originally Appearing in MediaPost

    By Tyler Loechner

    Two reports about programmatic advertising came out this week that appear to be in stark contrast to one another.

    On the one hand, Chango released survey results that found that 75% of brand advertisers are using programmatic technologies, with another 16% planning to do so in the future. On the other hand, another report from STRATA found that 20% of agencies “trust programmatic buying to properly execute ad dollars.” >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Broadcast Newsroom

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in All Access Music Group

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Reuters

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

     CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic.

      >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Bloomberg Businessweek

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    Agency Trust In Programmatic Growing

    Appearing in MediaPost

    By Tyler Loechner

    “Trust” has been critical in the programmatic ad space, and a lack thereof has often been cited as one of the key catalysts behind the “in-house trend”—that is, marketers drifting from agency trading desks in favor of a programmatic team in-house.

    But trust between players in the chain (brands, agencies, publishers and everyone else in between) is only one piece of the pie, and STRATA, a media buying and selling software firm, has tackled the issue from another perspective: “Do you trust programmatic buying to properly execute ad orders?” >Read More

  • November 11

    eMarketer: 2014 Programmatic Advertising Forecast

    Appearing in eMarketer

    By Lauren T. Fisher

    Excerpt: Political ad dollars will also play a role in maintaining the health of open exchanges, particularly in 2016. With their real-time data integration capabilities and greater reach and scale vs. more private-type deals, open exchanges are an ideal arena for political candidates hoping to reach a very specific—yet large—population of individuals within a narrow time frame. In fact, a recent STRATA survey of agencies involved in political advertising showed 85% planned to use programmatic to buy ads this year—a percentage one should expect to hold steady or grow during the next US presidential election year.

      >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Yahoo Finance

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 10

    STRATA SURVEY FINDS PROGRAMMATIC BUYING CONTINUES TO GAIN AGENCY TRUST

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    November 11, 2014 (CHICAGO) – A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood. 

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic.

      >Read More

  • November 7

    STRATA Partners With Programmatic Direct Platform iSocket

    Originally Appearing in All Access

    Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between  software provider STRATA and the automated guaranteed platform, iSOCKET. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSOCKET.  >Read More

  • November 4

    Programmatic knocks down more ad buying walls.

    Appearing in Inside Radio

    It’s getting easier for advertising agencies to buy inventory programmatically as STRATA announced it has formed a strategic partnership with the automated ad selling platform iSocket.  It will allow the more than 1,000 buyers who use STRATA to buy time on various media, including radio, to also seamlessly link to iSocket’s programmatic platform. >Read More

  • November 4

    TV owns political in 2014, radio in the game

    Originally Appearing in Radio + Television Business Report

    By: dseyler

    November 4, 2014

    A report from STRATA says that programmatic buying has a firm grip on political placements, and that most of the cash is still going to television. Online is definitely in the mix, and radio is a key supplemental venue.

    STRATA gathered its statistics from agencies that handle political clients.

    According to the study, programmatic is accounting for 85% of all buys, and represents 75% of total cash spent. >Read More

  • November 4

    STRATA Partners With Programmatic Direct Platform ISocket

    Appearing in The Street

    CHICAGO, Nov. 4, 2014 /PRNewswire/—Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between leading media buying and selling software provider,  STRATA, and the automated guaranteed platform,  iSocket. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSocket efficiently and allow for a faster and more accurate ordering process from beginning to end, starting with the Request for Proposal (RFP). >Read More

  • November 4

    STRATA Plugs Into iSocket For ‘Programmatic Direct’ Access

    Originally Appearing in MediaPost

    By Tyler Loechner

    STRATA, a media buying and selling software firm, on Tuesday announced a partnership with iSocket, a “programmatic direct” tech provider. The partnership will give STRATA’s agency partners access to programmatic direct inventory via iSocket, which includes inventory from Condé Nast, Forbes, Reuters and others. >Read More

  • November 4

    STRATA Partners with Programmatic Direct Platform iSocket

    Strategic Partnership Adds Efficiency and Effectiveness to Media Buying Process

    November 4, 2014 (CHICAGO) – Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between leading media buying and selling software provider, STRATA, and the automated guaranteed platform, iSocket. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSocket efficiently and allow for a faster and more accurate ordering process from beginning to end, starting with the Request for Proposal (RFP). >Read More

  • November 3

    Ad Haters: The Backlash Against Google And Facebook

    Originally Appearing in Information Week

    By Thomas Claburn

    Social network Ello is capitalizing on discontent with online advertising.

    Social network Ello says it’s receiving 40,000 requests per hour to sign up. What could attract such interest? Ello advertises itself as a website without advertisements.

    Ello’s rise can be attributed to various factors—Facebook fatigue, luck, appealing design, or effective evangelism. But its core value proposition, the absence of ads, clearly resonates with those expressing interest in the social network. >Read More

  • November 3

    TV space for campaign ads hard to find this late

    Appearing in Bloomberg Businessweek

    By Holly Ramer And Philip Elliott

    MANCHESTER, N.H. (AP) — A Democratic super PAC wanted to run a 30-second ad during a Friday evening newscast on New Hampshire’s one network station — and was even willing to shell out the $10,000 that the station demanded.

    Hours before the spot was set to run, however, WMUR-TV had to revise its contract with Senate Majority PAC and credit the group’s account. The reason: “Oversold inventory.” 


    >Read More

October 2014

September 2014

  • September 26

    Strata Finds Ad Agencies Expect Business To Grow This Quarter

    Originally in All Access Music Group

    In a blog on the company website, STRATA Pres. JOY BAER writes, “Ad agencies responded very positively when asked about the health of their businesses in the most recent STRATA Agency Survey. The second quarter survey found that 62% of agencies see their business increasing this quarter compared to the same time last year, which is tied for the highest level in the history of the survey and represents a 37% increase over the end of 2014. The survey also saw the third lowest level of agencies that say their businesses were shrinking in 23 quarters.” >Read More

  • September 23

    RESPONSE MAGAZINE: News Corner - September 17, 2014

    Originaly in Response Magazine

    A recent survey of media buying agencies by STRATA finds that 45 percent of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53-percent increase. Overall, 67 percent of agencies say that their clients’ primary focus for campaigns is video advertising (including traditional TV, cable, and network, as well as digital video). >Read More

  • September 23

    New STRATA Survey Finds: Online Video Ad Growth Is Strong—Even as Agencies Question the Value

    Originally in Bulldog Reporter

    Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago, New STRATA Survey Finds: Online Video Ad Growth Is Strong—Even as Agencies Question the Value

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by media buying and selling softwarefirm STRATA.

     

     

     

     

     

     

      >Read More

  • September 18

    TV Leads, Programmatic Grows For Political

    Originally in TV News Check

    With the midterm elections on the horizon, political marketers are preparing to make use of programmatic buying to reach their audiences. A new STRATA political survey says that 85% of political agencies plan to use programmatic for their political media-buying efforts this year. The company says the agencies polled represent roughly 75% of total political advertising billings.

    >Read More

  • September 18

    STRATA Data Finds Political Advertisers Are Planning To Use Radio

    Originally in All Access Music Group

    Programmatic buying is dominating political ad spending this year as 85% of agencies plan to use programmatic for their media buying efforts. That is a key finding of a recent STRATA political survey of leading advertising agencies representing approximately 75% of total political advertising billings.

    >Read More

  • September 18

    Midterm Elections And Political Advertising

    Originally in The Street

    With Congressional elections just over a month away, real-time advertising is hitting the campaign trail. A survey released today by STRATA, a media buying and selling software company that processes $50 billion in ad buys annually, took the temperature of political ad agencies that account for 75% of total political advertising billings, and found that political ad agencies are using multiple new tools to ensure their clients’ messages get out to potential voters as fast as possible.

    >Read More

  • September 17

    Radio Very Slowly Does Digital

    Originally in Tom Taylor Now

    Still setting the rules of the road for digital – but the traffic is increasing.

    There’s money in digital advertising, and nobody illustrated that better on yesterday’s opening “Ad models with impact” panel than Joy Baer, the new president of Chicago-based Strata. A lot of her comments about digital successes were tied to Pandora, now available on Strata’s software alongside terrestrial stations. Baer says that “that has changed the paradigm…Strata has seen a great unlocking of opportunity” with Pandora. Why so? It’s scalable now and “Pandora is targetable.” (Hold onto that thought for a moment.) Sitting next to Baer was Johanna Bloor of Pandora, and she says that what’s happening with sales there will bleed back over to terrestrial radio – “in the traditional world, looking more like digital will be more important, being able to post and serve” in the way digital does. It wasn’t all a Pandora-fest. During the Q&A, CBS Radio Senior VP of Research Lucy Hughes tried to raise a couple of issues from the audience about Pandora. Two of them that you heard around the meeting-room floor - #1, does Pandora really have such accurate data in terms of where listening is taking place, since it mainly knows its users from their initial registration data? That’s also true of any service that relies on registration information, like iHeart. And #2, don’t many Pandora users have multiple accounts, perhaps inflating the true number of users? On that opening panel, Mike Dougherty of Jelli agreed that there’s “more breakdown in channels” between OTA (over-the-air) and digital. Also on the panel – Willie Sanchez of Fox News Radio, pinch-hitting for the absent Brian Benedik of Spotify, and moderator Robin Flynn of SNL Kagan. >Read More

  • September 17

    Midterm Elections And Political Advertising

    Originally in ValueWalk

    With Congressional elections just over a month away, real-time advertising is hitting the campaign trail. A survey released today by STRATA, a media buying and selling software company that processes $50 billion in ad buys annually, took the temperature of political ad agencies that account for 75% of total political advertising billings, and found that political ad agencies are using multiple new tools to ensure their clients’ messages get out to potential voters as fast as possible.

    >Read More

  • September 17

    October Will Be Hot for Political Spending

    Originally in Radio and Television Business Report

    According to a STRATA survey, spot TV, spot radio and internet entities can all expect to benefit from programmatic buying from political advertisers with a surge of spending coming in the month of October, particularly in battleground states. >Read More

  • September 16

    TV Still Dominates, But Most Political Agencies Will Use Programmatic With 2014 Midterms On Horizon

    Originally in MediaPost

    With the mid-term elections on the horizon, politics marketers are preparing to make use of programmatic buying to reach their audiences. A new STRATA political survey says that 85% of political agencies plan to use programmatic for their political media-buying efforts this year. The company says the agencies polled represent roughly 75% of total political advertising billings. >Read More

  • September 16

    STRATA Survey: 85% Of Political Agencies Plan To Use Programmatic Buying To Execute Political Ad Buy

    Originally in Yahoo! Finance

    —Wave of Political Spending to Hit Spot TV, Spot Radio and Internet in October—

    SEPTEMBER 16, 2014 (CHICAGO) – Programmatic buying is dominating political ad spending this year as 85% of agencies plan to use programmatic for their media buying efforts. That is a key finding of a recent STRATA political survey of leading advertising agencies representing approximately 75% of total political advertising billings.

    Consumers in battleground states should prepare to see a large increase in political ads in the month of October, as the agencies surveyed unanimously indicated that their clients have allocated the highest political ad budgets in that month.  Political ad budgets are also healthy this year, as 65% of agencies say client budgets have either increased or stayed the same since the last congressional election.

    >Read More

  • September 16

    STRATA SURVEY: 85% OF POLITICAL AGENCIES PLAN TO USE PROGRAMMATIC BUYING TO EXECUTE POLITICAL AD BUY

    —Wave of Political Spending to Hit Spot TV, Spot Radio and Internet in October—

    SEPTEMBER 16, 2014 (CHICAGO) – Programmatic buying is dominating political ad spending this year as 85% of agencies plan to use programmatic for their media buying efforts. That is a key finding of a recent STRATA political survey of leading advertising agencies representing approximately 75% of total political advertising billings. 

    Consumers in battleground states should prepare to see a large increase in political ads in the month of October, as the agencies surveyed unanimously indicated that their clients have allocated the highest political ad budgets in that month.  Political ad budgets are also healthy this year, as 65% of agencies say client budgets have either increased or stayed the same since the last congressional election.

      >Read More

  • September 9

    45% of Agency Clients Plan More Digital Video Advertising

     

     

    Originally appearing in MediaPost

    A recent survey of media buying agencies, conducted by Strata, found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, 67% of agencies said that their clients’ primary focus for campaigns is video advertising (including traditional TV, cable, and network, as well as digital video). >Read More

  • September 3

    Media Buyers Say Clients’ Primary Focus Remains Spot TV

    Originally in Marketing Charts

    >Read More

August 2014

  • August 28

    Why Annoying Online Video Ads Actually Work on You

    Originally in Wall St. Cheat Sheet

    Video ads are everywhere — on online videos, popping up over articles on your favorite websites, or appearing on your social networks — and if you think they’re annoying, you’re not alone. While online advertising (thankfully) has improved since 2012, an Edelman Berland survey (PDF) found that users found ads “annoying,” “distracting,” “invasive,” “creepy,” and “evil,” and most users would still agree that “advertisements should tell a unique story, not just try to sell,” “beautiful advertising is more effective,” and some even found that “online advertising is creepy and stalks you” or possibly that “most marketing is a bunch of B.S.” (to which 53 percent of the survey’s respondents agreed). >Read More

  • August 27

    STRATA Survey: Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago

    Originally in Reuters

    —Online Video Ad Growth Strong Even as Agencies Question the Value—

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA, the leader in media buying and selling software. >Read More

  • August 27

    STRATA Survey: Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago

    Originally in Bloomberg Businessweek

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA, the leader in media buying and selling software. >Read More

  • August 27

    STRATA Survey - Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago

    Originally in Market Watch

    —Online Video Ad Growth Strong Even as Agencies Question the Value—

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA, the leader in media buying and selling software.

      >Read More

  • August 27

    ANOTHER STUDY BACKS THE LOVE FOR DIGITAL

    Originally Appearing in RadioInk

    STRATA recently surveyed media buying agencies and discovered that 45% of them are more interested in digital/online video than a year ago. Streaming or online radio did even better in the survey, up 53%. 67% of agencies said clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video) with YouTube being the most dominant site within digital video. 72% of agencies said their clients are interested in advertising on YouTube. HULU was next at a distant 36%. Agencies do still question the value of online video ads. 47% said they are fairly confident they are getting a good value for their money while 40% say they are unsure. >Read More

  • August 27

    Survey: Agency buyers more upbeat about radio.

    Originally in Inside Radio

    The number of ad agencies who say radio is the media their clients are most interested in hit a two-year high, according to a new quarterly survey by ad buying service Strata.

    Polled during the second quarter, 13% of agencies selected spot radio as the media receiving the most interest among their customers, up 32% from a year ago.  As in past surveys, radio trailed only spot TV/cable and the internet/digital among the seven media tracked by Strata, beating network TV, network cable, out of home and print.

     

      >Read More

  • August 27

    STRATA Survey Finds Overall Ad Economy ‘Appears To Be Strong’

    Originally in All Access Music Group

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA. >Read More

  • August 27

    Product Design Firm Gets Attention of Ogilvy New York by Placing A Billboard Right Across the Street

    Originally in MediaPost

    Well, it’s about time, people! A new survey from STRATA found that 45% more ad agencies now have a keen interest in online video and streaming. Currently, 67% of ad agencies claim video is a primary focus. Yet while interest and implementation of video is on the rise among agencies, 40% are still unsure as to the effectiveness of digital video ads. Of the findings, STRATA President Joy Baer said: “While dollars continue to flow to the traditional advertising mediums, our agencies continue to ask for better ways to buy digital video advertising. We are seeing long-form digital video content increasingly mirror the 30-second TV ad experience, further blurring the lines between devices.” Separately, the same study found 39% of agencies are not convinced that they entrust programmatic with their media-buying needs. But 89% plan to forge ahead with Facebook programs because, let’s be honest, Facebook rules the world.

      >Read More

  • August 27

    Rising Agency Interest in Digital Video

    Originally in Spots n Dots

    A survey of media buying agencies by STRATA found that 45% of those polled are more interested in digital/ online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). >Read More

  • August 26

    STRATA Survey - Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago

    Originally in Yahoo! Finance

    —Online Video Ad Growth Strong Even as Agencies Question the Value—

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA, the leader in media buying and selling software. >Read More

  • August 26

    Ad Agencies’ Interest In Digital Video Jumps 45%, Youtube Tops List

    Originally in The Street

    A new survey conducted by STRATA, a leading media buying and selling software firm based in Chicago, found that digital/online video and streaming/online radio received major increases in interest from ad agency clients compared to a year ago. The second quarter survey released this morning found that 45% of ad agencies are more interested in digital/online video for their client campaigns than a year ago, and streaming/online radio saw a 53% increase. Overall, video was the dominant force as 67% of agencies said that it is their clients’ primary focus. >Read More

  • August 26

    Ad Agencies’ Interest In Digital Video Jumps 45%, Youtube Tops List

    Originally in Value Walk

    A new survey conducted by STRATA, a leading media buying and selling software firm based in Chicago, found that digital/online video and streaming/online radio received major increases in interest from ad agency clients compared to a year ago. The second quarter survey released this morning found that 45% of ad agencies are more interested in digital/online video for their client campaigns than a year ago, and streaming/online radio saw a 53% increase. Overall, video was the dominant force as 67% of agencies said that it is their clients’ primary focus. >Read More

  • August 26

    STRATA SURVEY - AD AGENCIES’ INTEREST IN DIGITAL VIDEO JUMPS 45% FROM A YEAR AGO

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA, the leader in media buying and selling software. >Read More

  • August 11

    Internet radio giant Pandora seeks local advertising revenue

    Originally in Chicago Tribune

    Internet radio giant Pandora has more listeners in Chicago than most local radio stations. Veteran radio executive Gabe Tartaglia is working hard to make sure the fast-growing streaming music service gets its fair share of local radio advertising revenue, a sales pitch that seems to be gaining traction.

    Chicago-based Tartaglia, 42, serves as vice president of sales for Pandora’s central region, overseeing 13 markets from the company’s North Michigan Avenue offices. The 2-year-old office includes 20 salespeople beating the streets to compete with Chicago’s AM and FM stations, a market projected to generate nearly $478 million in over-the-air revenue this year, according to BIA/Kelsey.

    Nine years after rolling out its free service, Pandora dominates Internet radio with 77 million listeners and more than 9 percent of total U.S. radio listening as of May, according to the company. >Read More

July 2014

  • July 17

    Online viewers unwilling to pay to avoid ads

    Originally appearing in Advanced Television

    STRATA, a specialist in media buying and selling software, found in a survey of viewers of online content that, as online video distribution continues to grow, the majority said they would not pay a premium to avoid online video ads.

    Only 18 per cent of respondents said they would pay a premium, with younger viewers slightly more inclined to pay. Of those that said they were willing to pay a premium to avoid online video ads, 54 per cent were 18-44 and 45 per cent were 45 and up. Eighty-five per cent of those 45-60 and 84 per cent of those 60+ were unwilling to pay any premium to avoid online ads.

    Younger audiences feel that targeted ads are more intrusive than their older counterparts. Of those that found targeted ads more invasive than non-targeted ads, 64 per cent were between the ages of 18-44 as compared to 36 per cent of those who were 45 and up. >Read More

  • July 16

    Consumers have no love for online video’s cruddy, repetitive commercials, study says

    Originally appearing in FierceOnlineVideo.com

    Those who have spent any time watching ad-supported online video are painfully familiar with the grueling amount of repeat ads they’re subjected to. And a new STRATA survey concurs, finding that a big chunk of consumers consider OTT ads more annoying than television ads.

    “Seventy-six percent of those in the 60+ age bracket and 61% of those in the 45-60 demographic found both types of video ads to be just as intrusive. Younger viewers aged 18-29 and 30-44 responded at lower rates of 52% and 54%, respectively,” a STRATA post said.

    The advertising software vendor surveyed 675 U.S. adults online in mid-June, with the demographic split almost evenly between men and women.

    Repeat ads led 16 percent of respondents to skip those ads (when they could). Another 15 percent said that poor targeting leads them to skip ads online. And while online ads usually function correctly, only 10 percent of respondents said that those ads were properly targeted toward them. >Read More

  • July 16

    Younger Viewers Find Online TV, Video Spots More Invasive

    Originally appearing in MediaPost

    Younger viewers feel targeted online TV and video commercials are more intrusive than their older viewers—also that online video messages are more annoying than traditional TV commercials.

    Chicago-based media buying and selling software company, STRATA, said 64% of those between 18-44 found targeted ads more invasive than non-targeted ads, as compared to 36% of those who were 45 and older.

    Younger viewers also found online video ads to be more “annoying” than their parents—as well as that of online TV commercials versus that of traditional TV. 43% of 18-29 viewers answered that online video ads are more irritating than TV ads, compared to 24% of over 60 years old. >Read More

  • July 16

    Wall Street Journal: What Do Consumers Hate More Than TV Ads? Online Video Commercials

    Originally appearing in WSJ CMO Today

    Consumers love to complain about TV commercials. But if they dislike anything more, its online video ads.

    A recent survey of about 700 consumers found that about 36% of those polled  said they find online video ads more irritating than TV ads. Nearly half found both TV and online video ads “equally annoying” while only about 12% thought TV ads were more annoying.

    While perhaps unsurprising, the survey results are a warning for the long list of publishers, digital companies and media companies that are pushing more and more video content online in the hope of grabbing a piece of the online video ad market, which eMarketer expects to grow 39% this year to $5.7  billion. >Read More

  • July 15

    Tolerance of targeted vid-ads drops among younger viewers

    Originally appearing in IP&TV News

    In what sounds like striking, not to say disturbing news for brands and advertisers alike, younger viewers of online video and TV  reportedly find targeted ads more intrusive than their older counterparts – according to new research by STRATA.

    STRATA conducted a national online survey of 675 adults, ages 18 and up, that watch online videos or TV programming online. Of those that found targeted ads more invasive than non-targeted ads, 64% were between the ages of 18-44 as compared to 36% of those who were 45 and up. Targeted and non-targeted ads were found to be equally invasive by a majority of those in the older demographics. Seventy-six percent of those in the 60+ age bracket and 61% of those in the 45-60 demographic found both types of video ads to be just as intrusive. Younger viewers aged 18-29 and 30-44 responded at lower rates of 52% and 54%, respectively. >Read More

  • July 15

    Younger Viewers Find Targeted Ads More Invasive Than Older Viewers

    STRATA, the leader in media buying and selling software, found in a recent survey of viewers of online videos and TV, younger audiences feel that targeted ads are more intrusive than their older counterparts. Of those that found targeted ads more invasive than non-targeted ads, 64% were between the ages of 18-44 as compared to 36% of those who were 45 and up. 

    Targeted and non-targeted ads were found to be equally invasive by a majority of those in the older demographics. Seventy-six percent of those in the 60+ age bracket and 61% of those in the 45-60 demographic found both types of video ads to be just as intrusive. Younger viewers aged 18-29 and 30-44 responded at lower rates of 52% and 54%, respectively. 

    Younger viewers also found online video ads to be more “annoying” than their parents. Within the 18-29 demographic, 43% answered that online video ads are more vexing than TV ads compared to 24% of those in the over 60 group.

    “We continue to see strong growth in the video advertising market, and most find value in ads that are helpful or entertaining. That being said, 90% percent of respondents said that ads are targeted incorrectly at least some of the time. As the industry gains a better understanding of the online video landscape, we all need to work on creating the best possible ads and effectively target the right audiences,” said Joy Baer, President of STRATA.

    When asked why they would voluntarily watch an online video ad, 51% said they viewed because an ad was funny. That leads all categories, which includes the ad targeting their interests (31%) being and educational/informative (30%). 

    When skipping video ads, 16% of viewers said they skip because the same ad ran repeatedly. While many viewers find targeted ads nosey, 15% said poor targeting was the primary reason for skipping the ad. Only 10% of respondents said that ads are always or usually targeted correctly.

    Seventy-seven percent said online video ads they have seen function properly all of or most of the time. Only 5% said the ads never or rarely function. 

    As online video distribution continues to grow, the majority of survey respondents said they would not pay a premium to avoid online video ads. Only 18% of respondents said they would pay a premium, with younger viewers slightly more inclined to pay. Of those that said they were willing to pay a premium to avoid online video ads, 54% were 18-44 and 45% were 45 and up. Eighty-five percent of those 45-60 and 84% of those 60+ were unwilling to pay any premium to avoid online ads.

    Survey Methodology

    STRATA conducted a national online survey of 675 adults, ages 18 and up, that watch online videos or TV programming online. The survey was conducted from June 19-24, 2014. Fifty-one percent of the survey’s respondents were female, 49% were male.    >Read More

June 2014

  • June 30

    STRATA ANNOUNCES HIRING OF VICE PRESIDENT OF DIGITAL – JAMIE DONNENFELD

    Digital Veteran Will Leverage Experience to Build Out Programmatic Solutions, Expand Industry Partnerships

    Chicago IL (July 1, 2014) - STRATA, the leader in media buying and selling software, today announced the hiring of Jamie Donnenfeld, Vice President, Digital. A seasoned media professional with over 20 years of experience, Donnenfeld will lead and manage the development of  STRATA’s new programmatic buying solutions for video and audio. She will also provide insight and direction for STRATA’s digital ad buying module along with cross divisional digital initiatives, and take an active role within STRATA sales teams to expand digital partnerships within the industry.

    Donnenfeld comes to STRATA from ZUUS Media where she was the Vice President of Ad Operations and Analytics and was responsible for the agency’s advertising operations and analytics platforms along with day-to-day operations. She worked to integrate ad networks with Zuus’ ad server and video player.

    “Jamie brings over 20 years of cutting edge operations and development experience and will support our expansion as we continue to build out advanced technologies for media buying,” said Joy Baer, STRATA President. “She is a proven expert in creating and building advertising operations teams and we look forward to benefitting from her knowledge and expertise in digital advertising.”

    Donnenfeld previously led advertising and operations teams at Canoe Ventures, where she successfully launched the first National iTV and VOD campaigns. She was also a Vice President at other pioneering start-ups, including Massive Incorporated and Joost, where she served the first dynamic advertisement within video games, on-line video and mobile devices. >Read More

  • June 23

    Business Up, Ad Budgets Up, But Agencies Are Suspicious Of Industry Data

    Originally appearing in All Access Music Group

    A recent survey of advertising agencies, conducted by STRATA, found that 62% of agencies polled said they see business increasing this quarter compared to the same time last year, the highest level ever recorded in the history of the STRATA survey. 53% projected future growth to be better in the first half of 2014 as compared to the last half of 2013, while 29% are increasing their ad budgets from last year, representing the highest level recorded by STRATA since 2008. 32% of agencies said they plan on hiring staff this year, while only 3% plan on reducing staff.

    The survey found that a majority of advertisers doubt the legitimacy of Web traffic flowing to online advertisements. 56% of the agencies polled said they do not trust the Web traffic numbers and analysis provided by publishers with whom they advertise. When asked if they agree with an earlier report released by the IAB that found that 36% of Web traffic is fraudulent, 31% of agencies responded that they felt the figure was actually higher than the IAB reported, and an additional 43% answered that the IAB’s assessment was accurate. When asked about programmatic buying, 58% are still undecided on whether they trust those systems to accurately execute their ad orders. Respondents also question the ROI of social media and online video advertising. >Read More

May 2014

  • May 27

    Marketers are All Over the Shop

    Originally appearing in Financial Times

    More than a third of web traffic may be fraudulent, according to a recent report by the Internet Advertising Bureau (IAB), an industry trade group. That fraud costs internet and advertising companies as much as $10bn a year in the US alone, according to industry estimates.

    About a third of advertising agencies believe that the portion of fraudulent traffic on the web is higher than what the IAB reported, according to STRATA, a company that provides data about ad buying.

    Joy Baer, president at STRATA, notes: “Ad agencies revealed an interesting dichotomy within the advertising industry; agencies are displaying high levels of confidence and are increasing their ad spend, while questioning the accuracy of reported web traffic numbers and the inflated [ad rates] they may command.”

    She adds: “Another interesting paradox was the optimism many agencies felt while considering rising ad costs a major concern.”

    That turmoil is forcing the world’s largest advertising companies to race to build next-generation systems that will help marketers sort through the thousands of emerging technologies.

    >Read More

  • May 23

    STRATA Agency Survey Finds Strength Of Advertising Economy Reaches 5-Year High

    Originally appearing in All Access Music Group

    A recent survey of advertising agencies conducted by STRATA found that confidence in the ad economy is the highest it has been in the past five years. Sixty-two percent of agencies polled said they see business increasing this quarter compared to the same time last year, the highest level ever recorded in the history of the STRATA survey. More than half (53%) projected future growth to be better in the first half of 2014 as compared to the last half of 2013, while 29% are increasing their ad budgets from last year, representing the highest level recorded by STRATA since 2008. Almost a third (32%) of agencies said they plan on hiring staff this year, the second largest group in two years, while only 3% plan on reducing staff.

    As the advertising economy strengthens, trust issues have been brewing below the surface. The STRATA survey found that a majority of advertisers doubt the legitimacy of Web traffic flowing to online advertisements. Over half of the agencies polled (56%) said they do not trust the Web traffic numbers and analysis provided by publishers with whom they advertise. When asked if they agree with an earlier report released by the IAB that found that 36% of Web traffic is fraudulent, 31% of agencies responded that they felt the figure was actually higher than the IAB reported, and an additional 43% answered that the IAB’s assessment was accurate. When asked about programmatic buying, 58% are still undecided on whether they trust those systems to accurately execute their ad orders. Respondents also question the ROI of social media and online video advertising. >Read More

  • May 23

    STRATA Survey Looks At Agency Ad Trends

    Originally appearing in WebProNews

    STRATA has a new report out finding that, unsurprisingly, Facebook leads social media in advertising by agencies, with 86% saying they will likely use the platform in client campaigns. YouTube is in second place with 62% followed by Twitter at 57% and LinkedIn at 38%.

    The survey of agencies found that confidence in the ad economy is the highest it has been in the past five years. 62% of these agencies said they see business increasing this quarter compared to the same period last year, which is the highest that number has been as long as Strata has been conducting the survey.

    53% of them projected future growth to be better in the first half of this year than the last half of last year.29% are increasing their ad budgets from last year, which is the most Strata has found since 2008. 32% plan on hiring staff this year, and only 3% plan on reducing staff. >Read More

  • May 23

    YouTube Draws Agencies’ Interest for Client Campaigns

    Orginally appearing in MarketingCharts

    While Facebook is the social media option most agencies report being likely to use for client campaigns, many are also drawn to YouTube, according to new survey results from STRATA. Some 62% of respondents to the Q1 2014 survey reported being likely to use the platform, putting it slightly ahead of Twitter (57%) and trailing only Facebook (86%). In last year’s first-quarter survey, advertisers were less likely to choose YouTube than Twitter in a comparison of social media platforms.

    According to survey results released last month by Outrigger Media, 41% of individuals involved with YouTube media buys are planning to increase their spending on the platform this year. Not surprisingly, YouTube is by far the top online video site for agencies responding to the STRATA survey, and with good reason: new data from comScore suggests that more than 80% of the online video audience watched YouTube videos last month.

    In other results from the STRATA study, agencies displayed a level of optimism unmatched in previous surveys. Some 62% said that they see business increasing this quarter in comparison to the year-earlier period, the highest level recorded in the survey’s history. A slight majority – 53% – also project growth to be higher in the first half of this year than the second half of 2013. >Read More

  • May 22

    Advertisers Upbeat About Spending

    Originally appearing in Radio INK

    More from the STRATA survey. In addition to questioning web stats, ad agencies in the STRATA survey were mostly confident about the economy. In fact, confidence is the highest it’s been in the past five years. Sixty-two percent of agencies polled said they see business increasing this quarter compared to the same time last year. 53% projected future growth to be better in the first half of 2014 as compared to the last half of 2013, while 29% are increasing their ad budgets from last year. 32% of agencies said they plan on hiring staff this year, the second largest group in two years, while only 3% plan on reducing staff. >Read More

  • May 22

    Naked Ad Executives to Discuss Industry Secrets At Cannes Lions Panel

    Originally appearing in MediaPost

    Despite layoffs at W+K this week, the rest of the ad world thinks things are going just fine. A recent study from media buying and selling software company STRATA found that 62% of agencies believe business will increase this quarter over the same period last year. Over half (53%) believe future growth to improve over the first half of 2014 as compared to the last half of 2013 while 29% plan to increase their ad budgets from last year which STRATA says is the biggest increase since 2008. One third of agencies plan to hire this year and just 3% plan to reduce staff. Studies being studies, of course, optimism comes through in full force. We’ll see what really happens as the year progresses. >Read More

  • May 22

    Advertisers Doubt Web Stats

    Originally appearing in Radio INK

    Think your relationships with advertisers are less important than they were when that Internet thing came along? Think again. A survey released yesterday by STRATA says advertisers are now questioning the accuracy of Web traffic numbers they are being pitched and the inflated CPMs they are being asked to pay. The STRATA survey found that a majority of advertisers doubt the legitimacy of Web traffic flowing to online advertisements. 56% of the agencies in the STRATA poll said they do not trust the Web traffic numbers and the analysis provided by publishers they advertise with. Many of the agencies actually believe a high percentage of web traffic is fraudulent and they do not trust programmatic buying. They also question the Return on Investment of Social Media and online video advertising. >Read More

  • May 22

    Strength of Ad Economy Reaches 5-Year High, But Lack of Confidence in Web Traffic Numbers…

    Appearing in Bulldog Reporter

    A new survey of advertising agencies conducted by media buying and selling software firm STRATA found that confidence in the ad economy is the highest it has been in the past five years. Sixty-two percent of agencies polled said they see business increasing this quarter compared to the same time last year, the highest level ever recorded in the history of the STRATA survey. More than half (53%) projected future growth to be better in the first half of 2014 as compared to the last half of 2013, while 29% are increasing their ad budgets from last year, representing the highest level recorded by STRATA since 2008. Almost a third (32%) of agencies said they plan on hiring staff this year, the second largest group in two years, while only 3% plan on reducing staff.

    But as the advertising economy strengthens, trust issues have been brewing below the surface. The study found that a majority of advertisers doubt the legitimacy of Web traffic flowing to online advertisements. Over half of the agencies polled (56%) said they do not trust the Web traffic numbers and analysis provided by publishers with whom they advertise. When asked if they agree with an earlier report released by the IAB that found that 36% of Web traffic is fraudulent, 31% of agencies responded that they felt the figure was actually higher than the IAB reported, and an additional 43% answered that the IAB’s assessment was accurate. When asked about programmatic buying, 58% are still undecided on whether they trust those systems to accurately execute their ad orders. Respondents also question the ROI of social media and online video advertising. >Read More

  • May 21

    STRATA AGENCY SURVEY FINDS STRENGTH OF ADVERTISING ECONOMY REACHES 5-YEAR HIGH

    Lack of Confidence in Web Traffic Numbers, Programmatic Buying and Social ROI Trouble Agencies

    CHICAGO (May 21, 2014) – A recent survey of advertising agencies conducted by STRATA, the leader in media buying and selling software, found that confidence in the ad economy is the highest it has been in the past five years. Sixty-two percent of agencies polled said they see business increasing this quarter compared to the same time last year, the highest level ever recorded in the history of the STRATA survey. More than half (53%) projected future growth to be better in the first half of 2014 as compared to the last half of 2013, while 29% are increasing their ad budgets from last year, representing the highest level recorded by STRATA since 2008. Almost a third (32%) of agencies said they plan on hiring staff this year, the second largest group in two years, while only 3% plan on reducing staff.  >Read More

April 2014

  • April 10

    A Deeper Dive Into Pinterest’s Agressive Ad Strategy

    “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Joy Baer, president at STRATA.

    Recent reports that Pinterest is seeking $1 million to $2 million commitments from advertisers mark a bold strategy for the company, especially considering that it hopes to fetch a CPM range of $30 to $40.

    I like that Pinterest is aiming high. There are certain moves it can make that will allow the company to command such a high CPM. It will be a challenge to get there, but it’s possible. It already appears on the right track.

    Pinterest started testing some advertising late in 2013, and it seems that a big concern for users is being inundated with potentially less relevant pins.

    “I am all for you guys monetizing your investment in Pinterest via advertising, but not at the expense of the user experience you have created,” a reader commented on Ben Silbermann’s blog. “You are risking alienating your client base by ruining the experience they have come to love. I know I have already stopped accessing Pinterest via a browser because of the ‘we though’ pins making it cluttered, how many other people will stop using completely if these posts continue to be so prevalent and then migrate to mobile platforms???” >Read More

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