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STRATA Q4 results show more interest in online audio, programmatic

STRATA Q4 2015 interestSTRATA released results from the latest of its quarterly ad agency surveys. The responses found that 54% of agencies are more interested in streaming audio than they were a year ago. Streaming of video and audio have been able to provide a solid return on investment for agencies, the release said.

Digital has continued to show steady growth among agencies. In 2014, 81% were more interested in digital than in the previous year; in Q4 2015, 84% said the same. For the last 16 quarterly surveys, digital interest has remained in the 80s.

The Q4 2015 survey also addressed questions about programmatic buying, which has also gained in interest among agencies. According to the findings, nearly half of agencies plan to use programmatic models for 10-20% of their business this year. Programmatic has been becoming more popular, with only 30% stating they will skip the approach entirely, the lowest percentage ever recorded in the survey. Respondents named quality of inventory and transparency of inventory sources as the top concerns about programmatic buying, while audience targeting and buying efficiency were named the top benefits.

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