A new buy-side survey from STRATA indicates that advertising demand for online radio advertising increased 53% from a year ago. During the same time frame, there is a 45% increase of interest in streaming video. Sixty-seven percent of ad agencies polled said the greatest interest among client advertisers was video.
The broad trend to digital is not unexpected, or new. The Radio Advertising Bureau (RAB) reported that digital ad revenue led other segments in Q4 2013, by a wide margin, representing an 18-percent gain year-over-year.
STRATA reports that YouTube is the dominant video platform in the eyes of agencies and buyers, catching 72% of buying interest in the survey. Fifty-three percent of respondents planned to incorporate YouTube in their campaigns. Google is planning to roll out a music-only version of YouTube, with a paid tier that would remove advertising for subscribers.