Media buyers optimistic about ad spending increases

Chicago—Media buyers are optimistic that ad and marketing spending will increase this year over 2011, according to a quarterly survey of advertising agencies conducted by Strata, a producer of media buying and selling software. Eighty-one percent of respondents said they expect their clients' advertising and marketing spending to increase or stay the same this year compared with 2011.

Additionally, 31% of respondents said they planned to hire this year, which is up 28% over the same time last year. Many agencies planned to include social media in their clients' advertising campaigns. For instance, 89% of agencies said they planned to use Facebook in client campaigns followed by Twitter (39%), YouTube (36%), LinkedIn (21%) and Google Plus (18%).

Strata conducted the survey online and via telephone in the fourth quarter and had about 90 respondents.