Agencies Report Clients Still Increasing Focus on Digital Online advertising becoming as important as spot TV

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


There’s no longer any question that digital has a seat at the advertising table, although the dollars spent there don’t yet compare to the money spent on traditional media like television.

According to Q3 2011 research from media buying solutions provider STRATA, clients are becoming just as focused on digital media as they are on spot TV. US ad agencies reported 34% of clients were thinking most about online advertising in Q3, compared with 24% the previous quarter. Meanwhile, the number of clients whose primary focus was on spot TV dropped from 41% to an almost-even 35%.

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