Global digital advertising is now a $117 billion industry. However, AudienceScience has discovered that many marketers lack the transparency and control needed to effectively measure and optimize their digital campaigns. With digital continuing to grow in importance for marketers globally, it is essential to overcome these limitations, including many of the misconceptions they have about digital advertising.
All respondents were senior executives with responsibility for major media decisions
We not only looked at what was important to them but who was good at it. Here you can see the agencies which got the highest ratings for some of the factors. You can see who performed well across all the clients but also among non-clients. Mindshare has a strong positioning for strategic planning, Mediacom for buying strength and ZenithOptimedia for ROI.
We not only looked at what was important to them but who was good at it. Here you can see the agencies which got the highest ratings for some of the factors. You can see who performed well across all the clients but also among non-clients. Mindshare has a strong positioning for strategic planning, Mediacom for buying strength and ZenithOptimedia for ROI.
Just as the media agencies have to be good at everything so do the media brands and the agencies are more demanding in almost every respect. ROI, creativity and professional service all of importance.
For me this was a real surprise, only a matter of years ago - 5 of these brands didn’t even exist. Only 3 out of the top 8 brands are ‘traditional’ media brands.
Just because they have done business with them, doesn’t mean you have got to like them, although it may affect willingness to do business with them in future. Being a big brand generally means that you get a strong response you either love or hate them. So both the FT and Facebook create strong emotions in both directions but clearly the FT is overall winner. Smaller brands have less extreme responses but clearly Odyssey is getting some right and Brightroll may need to reconsider their sales strategy.
The perceived ability to deliver ROI is important. Yet again Google and the The Financial Times do well, although The FT needs to do something to improve its perception among non-clients as do Videology - they mean win more business that way!
Digital now takes a large proportion of the communications pie but there is quite a lot of divergence, agencies believe they are spending far more digitally than the clients measured
I don’t think it will be a surprise to anyone that the greatest growth is predicted for digital platforms. While Mobile and search are growing from a low base you can expect to see significant growth as advertisers become more open to new channels.
