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Which Way Now? Justin Gibbons, work.research

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In this presentation, Justin Gibbons summarises the key findings from our new research and concluded that as an industry, we value what we measure but we are measuring the wrong stuff; not what drives ...

In this presentation, Justin Gibbons summarises the key findings from our new research and concluded that as an industry, we value what we measure but we are measuring the wrong stuff; not what drives performance.

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Which Way Now? Justin Gibbons, work.research Which Way Now? Justin Gibbons, work.research Presentation Transcript

  • 2010 Media PerformanceIndustry Survey Report
    A work.report
    Wednesday 3rd November 2010
  • Background
    The 2010 Media Performance Industry Survey was commissioned to assess the industry’s thinking in relation to Media Performance, specifically exploring the very latest thinking on the measurement of media performance.
    In context of re-examining value and values in media, this research sets out to unearth how leading influencers in the industry view the management of relationships and strategies for managing change
    The survey was conducted online in October 2010 – with 250 responses obtained from a sample composed of media agencies, media owners and client-side marketers
  • Key findings
    We value what we can measure
    A new view of performance, and new metrics required
    It’s not just about buying
    Integration can save advertising
    We know where we need to get to, it’s how
  • Contribution vs. Measurement
    Planning contributes but is measured poorly.
    Media buying makes less contribution, but is well measured
  • Media Performance Projections
    Big growth areas are ‘buzz monitoring’ and ‘web analytics’.
  • Media Performance Metrics
    The industry standards are becoming less important.
    Revenue creation, customer value & engagement metrics are becoming more important
  • Role of Media Agencies
    Overall, responses diverge
  • On the one hand ...
    Media agencies are the best placed to be the guardian of the process from comms strategy to evaluation, but they need to take this place proactively
    More of the value chain is converging on media agencies
  • ... on the other
    Media agencies are the best placed to be the guardian of the process from comms strategy to evaluation, but they need to take this place proactively
    Clients have a greater understanding about the consumer than ever before, through the data that they have its more possible to be able to deal direct with the media owners.
    More of the value chain is converging on media agencies
    Agencies are struggling to get the right talent at the top of their organisations to win the battles. Equally there will be a trend for clients to move buying in house as they seek to "own" data and not rely on agencies to be the guardians of it - search is first , online display will follow and other media will follow after that.
  • Media Agencies
    NET % Well equipped to meet
    client challenges = 48%
    Only 48% of respondents believe that media agencies are well equipped to meet client challenges.
  • Getting left behind?
    Media agencies are incentivised to continue to promote the use of traditional media as that is what they understand and that is where their current revenues are derived.
    Media agencies do not fully understand data and developments in technology and are not structured sufficiently to deal with key issues like convergence and the opportunities available
  • Media Performance: Agency Attributes
    Buying is the pitch winner
  • Media Performance: Delivering performance
    Strategy and innovation are the shared performance priorities
  • Media Performance: Pitch outcome
    Client priorities are very different from their pitching agencies (oops!)
  • Client Media Performance
    Integration is the challenge
  • Client Media Performance
    Media owners are very keen to engage more with clients
  • Media Performance by Channel
    Assessment of media performance weakest in sponsorship and online, strongest in TV and Press
  • Guess the survey
    The research used does not reflect the reality of either circulation or readership or attention. A survey gives an average for a page in a title? The metrics are based largely on cover & frequency, much less on role or relationship for communication.
    Agencies create nonsense plans based on cost ranks and beating an auditors pool. We are buying the cheapest collection of food to make a meal vs. planning a meal to make it appealing. Now going to connect itself into online in the wrong way.
  • Media Auditing
    Base – all respondents (247)
    Auditing is a one way street
  • Thank you