This document summarizes the results of a research study conducted in Romania between February and May 2014 regarding the media, digital, and ATL advertising communities. It provides details on the methodology, sample, key findings, and results regarding media agencies and advertiser perceptions and use of media agencies. The research was conducted through in-person interviews with 114 individuals from 99 companies using a custom 26-item questionnaire. Key results and measures of awareness, use, satisfaction, criteria for assessment and selection, budgets and intentions for media agencies are reported for various media agencies in Romania.

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p a r t o f
Quantitative B2B Research Report
AdMarket Study 2014
The Media Section
February - May 2014
Participants’ Edition
© D&D Research 2014

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METHODOLOGY
↘ CENTRAL AIM of the research was to assess the „current state of affairs” of the Advertising Community in Romania on three of its main branches: Media, Digital and ATL.
This aim was attained by measuring key relevant parameters within the following dimensions:
A Perception elements
B Usage and attitudes elements
C Participant company relevant descriptors
[≡] Please note that this report focuses on the Media branch of the Advertising Community.

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↘ RESEARCH DESIGN
Methodology:
Business to Business approach, semi-structured interview, deployed face to face (PAPI) by field executives using a custom made printed questionnaire
Category: relevant data incumbents from companies that have been clients for the Media Advertising Agencies
INSTRUMENT
Custom made questionnaire focused on Media Agencies build to measure all elements established as objectives.
The questionnaire has 26 items. Average interview duration on this questionnaire (media section only) was 15 minutes.
SAMPLE
The participants were 114 individuals in charge of the media communication activities in 99 commercial companies that had had this type of activities in 2013.

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REPORTING
↘ In the following we present the key findings of the study.
Reporting follows the questionnaire logic and structure and specifies for each graphic:
 the measured dimension
 the source question
 answer type
 total sample base used to compute percentages for that question
 measured percentages

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M1.2. MEDIA AGENCIES ALL UNPROMPTED AWARENESS
[»]
What other media agencies do you know or heard of?
*N=114, spontaneous multiple answer
57,942,136,828,124,624,619,318,417,517,516,714,912,39,67,94,43,51,81,80,90,010,020,030,040,050,060,070,0Zenith MediaMedia InvestmentStarcom MediaVest GroupUniversal McCannMindshare MediaOMDInitiative MediaMediacomOptimediaOtherMEC RomaniaMedia DirectionUnited Media ServicesCaratMedia Planning GroupHouse of MediaAegis MediaBNPMedia-TiqueDK/NA

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M2.1. EMPLOYED AGENCIES: BUYING
[»]
Please name the media agencies which your company worked with in 2013
*N=114, closed multiple answers
14,911,411,410,56,16,15,34,44,44,43,52,61,80,90,90,90,00,09,62,60,05,010,015,020,025,030,035,040,045,050,0Media InvestmentZenith MediaOMDStarcom MediaVest GroupOptimediaUniversal McCannInitiative MediaMEC RomaniaMedia Planning GroupUnited Media ServicesMindshare MediaMediacomCaratAegis MediaMedia DirectionMedia-TiqueBNPHouse of MediaOtherDK/NA

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M2.2. EMPLOYED AGENCIES: PLANNING
[»]
Please name the agencies which your company worked with in 2013
*N=114, closed multiple answers
14,911,411,410,56,15,34,44,44,42,62,62,61,80,90,90,90,00,07,97,00,05,010,015,020,025,030,035,040,045,050,0Media InvestmentZenith MediaOMDStarcom MediaVest GroupInitiative MediaMedia Planning GroupOptimediaUnited Media ServicesUniversal McCannMEC RomaniaMediacomMindshare MediaCaratAegis MediaMedia DirectionMedia-TiqueBNPHouse of MediaOtherDK/NA

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M3. SATISFACTION WITH THE 2013 PERFORMANCE
[»]
On a scale from 1 to 5, how satisfied are you with the media agency you worked with in 2013?
* the number of evaluations for each company are ranging between 15 evaluations for OMD and 6 evaluations for Initiative Media, Universal McCann and Starcom MediaVest Group; five point Likert type scale: 1 less satisfied … 5 most satisfied
95,0091,6785,7184,6275,0075,0072,730,0010,0020,0030,0040,0050,0060,0070,0080,0090,00100,00OMDOptimediaMedia InvestmentZenith MediaInitiative MediaUniversal McCannStarcom MediaVest Group

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M4. TOP 5 CRITERIA FOR ASSESSMENT OF MEDIA AGENCIES
[»]
Which of the following criteria are important when assessing a media agency?
*N=114, closed top 5 answers
57,5741,6725,1118,2016,6712,5010,969,439,218,666,034,823,511,321,320,0010,0020,0030,0040,0050,0060,0070,0080,0090,00100,00Quality of the media strategyThe cost of buying media spaceThe ability to integrate online and offline channelsPerformance tactical planningQuality of the research and consumer mediaCreative solutions/ innovationAccuracy of campaign managementWorking speed/ keeping deadlinesTeam's qualityAnalytics. The ability to measure and isolate the … Ease of collaborationFees agency proposedTop management involvementMarketing knowledgeOffering networking/ international services

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M7. UNAVAILABLE MEDIA SERVICES
[»]
Are there media services that are not present in the market but that you would like to find in the media agency portfolio?
*N=114, closed single answer
14,086,00,010,020,030,040,050,060,070,080,090,0100,0YesNo

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M8. EXPECTED MEDIA SERVICES
[»]
Examples of inexistent media services in the market
1. ADVANCED MEASUREMENT
2. ADVERTISING ON ONLINE MUSIC RADIOS 3. ADVERTISING ON STB (SETUP BOXES)
4. INTEGRATING IN THE ANALYSIS OF THE UNIQUE ONLINE AND OFFLINE VISITORS AND THEIR SEPARATION 5. MEASURING OUTDOOR AUDIENCES
6. MEASURING THE ONLINE EQUIVALENT OF GPRS 7. UNCONVENTIONAL MEDIA
8. MEDIA NECONVENTIONALA (PUTIN OFERTATA/INTELEASA) 9. GOOGLE SPECIAL PROJECTS
10. MOBILE ADVERTISING 11. AUGMENTED REALITY
12. ONLINE TV STREAMS / ADVERTISING
*N=16, participants responding “yes” to the previous question, open multiple answers

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M10. INTENTION TO SWITCH THE MEDIA AGENCY
[»]
In 2014 do you intent to change the media agency you worked with in 2013?
*N=114, closed single answer
52,626,39,67,04,40,010,020,030,040,050,060,070,080,090,0100,0Certainly NoNo, probablyYes, probablyCertainly YesDK/NA

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M12. MEDIA AGENCY DECISION
[»]
Which of the following sentences describes best the way your company took the decision to work with a media agency?
*N=114, closed multiple answers
50,026,321,96,13,50,95,30,010,020,030,040,050,060,070,080,090,0100,0We continued the relationship with the agency we've worked with in 2013We organised auction / selection / pitchThe decision belonged in affiliation with international networkWe took into account the recommendations from business partners / friendsWe were contacted directly by agents who made presentationsOtherDK/NA

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M13. TOP PITCH CRITERIA
[»]
Which where the most important criteria that mattered when your company invited a media agency to pitch/pre-selection?
*N=114, closed multiple answers
44,739,525,422,820,216,713,212,35,39,623,70,010,020,030,040,050,060,070,080,090,0100,0Agency's strategic competencesCompentences of media buying at the lowest priceThe agency's client portfolioPrevious projects/ campaigns of the agencyPrevious experience with the agencyAgency presence in top awardsThe recommendations made by a consultant/ independent auditorRecommendations from business partners/ friendsThe presence of a specialist in the agency, recognized by the industryOthersDK/NA

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M14. STRONGEST PITCH REFERENCE COMPANIES
[»]
In case of a new pitch, I would like to compare the following media agency
*N=114, open multiple answers
39,532,529,814,012,311,411,410,57,96,12,61,81,81,81,80,90,90,00,022,80,010,020,030,040,050,060,070,080,090,0100,0Zenith MediaUniversal McCannStarcom MediaVest GroupInitiative MediaMedia InvestmentMEC RomaniaMindshare MediaMediacomOMDMedia DirectionHouse of MediaCaratMedia Planning GroupOptimediaUnited Media ServicesBNPMedia-TiqueAegis MediaOtherDK/NA

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M16. MEDIA BUYING BUDGET
[»]
In 2013, what was the budget for media buying?
*N=114, closed single answer
25,412,319,313,214,015,80,05,010,015,020,025,030,035,040,045,050,0<200.000 € 200.001-500.000 € 500.001-1.000.000 € 1.000.001-3.000.000 € >3.000.000 € DK/NA

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M17.2. MEDIA BUDGET ESTIMATED EVOLUTIONS
[»]
As compared with 2013, how do you assess the media budget will evolve in 2014?
*N=37 participants estimating answering “increase” at the previous question, closed single answer
*N=27 participants estimating answering “decrease” at the previous question, closed single answer
Less than 10% Between 10% and 20% Between 20% and 30% Between 30% and 40% Between 40% and 50% Between 50% and 100% 100% 17,417,417,417,421,78,137,813,510,88,110,8Less than 10% Between 10% and 20% Between 20% and 30% Between 30% and 40% Between 40% and 50% Between 50% and 100% 100% Will Decrease Will Increase

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ID1. PROVENIENCE OF SPENDING COMPANY
[»]
Romanian / multinational company
*N=114, closed single answer
21,178,90,010,020,030,040,050,060,070,080,090,0100,0RomanianMultinational

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ID3. TOTAL ADVERTISING SPENDING
[»]
Budget for the entire communication activities
*N=114, closed single answer
7,024,610,535,114,97,90,05,010,015,020,025,030,035,040,045,050,0<100.000 EUR100.000 –500.000 EUR500.001 –1.000.000 EUR1.000.001 –10.000.000 EUR>10.000.000 EURDK/NA

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ID4. NUMBER OF ACTIVE BRANDS IN ROMANIA
[»]
Estimated active brands in Romania
*N=114, closed single answer
30,721,929,817,50,05,010,015,020,025,030,035,040,045,050,012-34-10>10

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ID5. DOMAIN OF ACTIVITY
[»]
Company’s area of activity
*N=114, closed single answer
7,97,01,84,410,51,83,57,97,08,812,32,62,60,914,00,90,90,90,90,90,90,90,90,05,010,015,020,025,030,035,040,045,050,0AlchoolicNon-alchoolicBeautyHome appliances/electronicsHealthcare/medicalTravel/tourismMediaRetailTelecom/InternetAutomotive/vehiclesFinancial/insuranceFashion&styleEnergyNon-commercial/NGOFMCGChemicalsEventsHeavy industryConstruction materialsRadioReciclingLogisticsPublishing

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Thank you!
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dan.petre@ddresearch.ro
vlad.tureanu@ddresearch.ro
© D&D Research 2014