Final answer:
The growth of media buying services is true, as they provide an alternative to traditional advertising methods that have declined due to the ability of consumers to skip ads. Media buying services offer targeted advertising in line with modern media consumption, aligning with the need for more effective advertising strategies.
Step-by-step explanation:
The statement that media buying services have been experiencing strong growth in recent years as clients seek alternatives to full-service agency relationships is true. As technology has evolved, the need for new advertising strategies has become apparent. The advent of the remote control, recording devices, and other forms of modern media consumption has allowed consumers to skip or avoid traditional advertising, leading to a notable decrease in advertising revenue for conventional platforms like television and print media.
Companies are increasingly turning to media buying services that offer more targeted, strategic, and cost-effective methods of reaching audiences. These services focus on purchasing and placing advertisements across a variety of platforms that are more aligned with today’s consumer habits. Given the downturn in traditional advertising revenue and the shift towards digital and alternative advertising platforms, media buying services are in a position to fill the gap and grow as they offer innovative solutions to the changing landscape.