Survey: Buyer Interest in Streaming Jumps

Strata Survey Also Sees More Focus on Mobile, Digital Ads
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Media agencies are much more interested in buying streaming video than they were a year ago, according to a new report.

 A fourth-quarter survey conducted by media buying software firm Strata found that 75% of agencies are more interested and 40% are fairly confident they are getting a good value out of their streaming media buys despite well-publicized concerns about fraud and viewability concerns.

Buyers said they like streaming video because it hits a campaign’s target audience.

Mobile and digital advertising are also getting more attention from agencies, with 84% reporting increased interest in digital and 77% saying mobile is something they were more interested in, up from 65% a year ago.