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Radio came in second place for the type of media purchased and managed most by agencies, according to a new report being issued today (Oct. 8) by Borrell Associates. More than three fourths (77%) of agencies surveyed by the research firm use radio, second only to social media at 82%, according to a preview of the results published by MediaPost.

Search engine marketing and banner ads on websites were tied for third at 74% apiece, followed by newspapers (70%), broadcast TV and email (each at 68%), outdoor and events and sponsorships (67% each) and magazines (63%).

Borrell said 2,288 direct buyers and 446 agency reps completed the survey, which was in the field from April through July 2019. The average annual booking per client was $2.4 million.

According to survey results reported by MediaPost, traditional media is best for spreading the word and getting consumers to think about a brand. Two-thirds (66%) of respondents cited traditional forms of media among the top five for creating brand awareness, while 55% identified traditional media for building brand consideration.

Digital media, on the other hand, is preferred for campaigns requiring immediate action. More than half (52%) of survey participants chose digital to drive sales and revenue, and 79% called out digital to provide data to deliver higher ROI.

When it comes to their biggest concerns, proving ROI for campaign investments came in at No. 1, cited by 74% of agencies. Next were staying up-to-date with the competition (54%) and concerns with brands pressing them for project-based or one-off engagements instead of longer-term contracts (49%).

When Borrell asked agencies about their use of digital audio, it found smart speaker adoption is low. Only 9% use websites optimized for voice search, 7% have developed voice-activated content, and 5% market on Google Home or Amazon Echo. Pre-recorded spots dynamically inserted into streamed media (78%) were preferred over programmatic ad buys (53%), branded or sponsored content (49%) and native ads (44%).