RETURN TO RESOURCES MAIN
6/1/2010
Addressing obstacles to increased online ad spend
TV still a top tactic for clients.
Ad agencies are ready for recovery, according to the "1st Quarter 2010 Survey" from media planning software firm STRATA. Nearly one-half saw a year-over-year increase in business in Q1 2010, and 80% see business returning to normal this year.
While the recession may have pushed many advertisers to shift spending to digital for its accountability and value for money, TV still dominates when it comes to client priorities, according to the agencies surveyed. Fewer than one-quarter of clients were focused primarily on online marketing.
"To advertisers, TV still matters," said John Shelton, president and CEO of STRATA, in a statement. "But just as radio gave way to television, we can see that TV is slowly giving way to digital."
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