Advertisers' Criteria For Evaluating Large Media Companies, November 2013 [CHART]
Advertiser Perceptions has released some interesting new data looking at the criteria that marketers and agencies evaluate when selecting a large multi-brand media company to advertise with. The survey asked respondents to rate the importance of a variety of factors as they relate to dealing with large media companies, finding some differences between agencies and marketers. Of note: ad results have declined as a key component of the decision-making process.
Three-quarters of respondents (76% of agencies and 72% of marketers) feel that ad results are important (top-2 box score on a 5-point scale of importance) when dealing with large media companies (such as Time, rather than one of its individual brands). That’s down 10% points from last year’s survey, though. Read the rest at MarketingCharts.