• by Richard Whitman , Columnist, August 26, 2015

According to a recent second-quarter agency survey conducted by STRATA, social media advertising is garnering a larger share of advertising budgets. The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, a 24% increase from the previous quarter. Another 24% of agencies are allocating 6-10% to paid social. Facebook continues to lead in agency advertising with 93% planning to use it in their campaigns, followed by YouTube (57%), Twitter (52%), and LinkedIn (29%).

The rise in social media ad spend and newer advertising mediums has created a more complicated media planning picture for agencies. Media mix surpassed client attraction and comes in overwhelmingly as the biggest challenge facing 40% of agencies, marking an 85% increase from the same time last year. Following media mix was client attraction (24% of agencies) and client spending (11%). Similarly, 22% of agencies expect their clients to make minor budget cuts from last year.

Of the findings, STRATA President Joy Baer said: "There's an undeniable correlation between the rise in social media advertising with mobile device behavior. Agencies and advertisers are going to follow their audience. Mobile users are checking Facebook and Twitter throughout the day. So when you consider that around 60% of digital media time spent in the US is on smartphones and tablets, then it makes perfect sense to reach the audience in the apps that they're already accessing. "