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Social Overtakes Search In Spending [CHART]

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Social media has surpassed search, and is poised to overtake online display advertising as the No. 1 source of digital media planning and buying, according to the latest edition of a quarterly survey of U.S. advertising agencies. The survey, conducted by Strata, the agency media software and processing firm owned by Comcast, found that 69% of agency executives now consider social the “focus” of their digital ad spending — up 32% over the past year, and now a close second behind display (71%) as the dominant digital media-buying platform in the minds of agency executives. Read the rest at MediaPost.