Agencies: Demand For Digital Media Services Wanes For First Time, Mobile Fails To Live Up To Hype

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 1/19/11

In a surprising development, demand for digital media and advertising services appears to be ebbing among some clients of major advertising agencies, according to a recent survey conducted by media buying processing firm Strata. After reporting steady growth over the past two years, digital advertising demand has decreased for the first time between two consecutive quarters, falling to 21.1% of respondents in the fourth quarter of 2010 from 26.0% of respondents in the third quarter of 2010.

Strata, which is based in Chicago and owned by Philadelphia-based media conglomerate Comcast Corp., said it also found that demand for mobile media services is “not yet living up to industry hype.”

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