International Media Image Survey (I-MIS) - Highlights
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- An online survey was conducted in April/May 2013 of 64 advertisers and 240 agency executives working on international accounts. - The survey looked at how advertisers view media agencies, how both view media, and predictions for budgets in the next 18 months. - ZenithOptimedia, OMD, and Mindshare were the best known and most desired agencies, while Mediacom was the most popular within its peer group. Google was the top digital brand while traditional brands were still seen as more professional.
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International Media Image Survey (I-MIS) - Highlights
- 1. 2013www.imis.eu | @IMISSURVEY | #IMIS2013 Co-Authored by: Supported by:
- 2. Edited highlights The following is edited highlights from an extensive report. If you would like to purchase a copy of the full report for £750 please contact either belinda@bsbmedia.co.uk or will@visionnetwork.eu
- 3. Survey description • I-MIS was an online survey conducted in April/May 2013. • Links to the questionnaire were sent via email to a database made up of Warc, IAA, BSBMedia and The Visions Network. • The sample is made up of 64 advertisers and 240 agency executives. All of whom worked on international/multinational accounts. • 74% of the sample was from the UK, the remainder was spread around the world. • The survey looks at: – How advertisers view media agencies – How both advertisers and media agencies view media – Predictions for budgets in the next 18mths
- 4. The best known agency = ZO 7.3 7.1 7.0 6.8 6.6 6.3 6.3 5.9 5.7 5.6 4.9 4.5 4.1 1.9 ZenithOptimedia OMD Mindshare Mediacom Carat Starcom Mediavest Universal McCann Initiative Havas / MPG MEC PHD Maxus Vizeum Columbus Media Familiarity out of 10 Base : Advertisers
- 5. Dream pitch list 36% 36% 34% 28% 25% 20% 20% 19% 19% 14% 13% 11% 6% 6% 2% 2% OMD ZenithOptimedia Mindshare Mediacom Carat MEC Universal McCann Starcom Mediavest A non-network agency Initiative Havas / MPG PHD Maxus Vizeum Columbus Media None of these Top 3 agencies would place on pitch list Base : Advertisers
- 6. Mindshare and OMD have strong reputations Which of the following agencies do you considers to have a strong reputation for the following? BASE: ALL CLIENTS NOT WORKING WITH AGENCY Attribute importance among marketers when selecting agency 1st 2nd 3rd Strategic planning Mindshare OMD PHD 67% Buying strength Mediacom Mindshare / OMD Carat 66% Creativity PHD Universal McCann Vizeum 67% Strong technological solutions- OMD Carat / Mindshare ZenithOptimedia 58% Return on Investment / ROI ZenithOptimedia Mindshare OMD 63% Consumer insight Mindshare / OMD Universal McCann Mediacom / ZenithOptimedia 64% Social responsibility / ethics Mindshare Universal McCann Carat / Initiative / Havas (MPG) 58%
- 7. Mediacom is the most popular within its peer group 13% 11% 10% 7% 6% 5% 5% 4% 4% 4% 3% 2% 2% 1% Mediacom OMD ZenithOptimedia PHD MEC Carat Mindshare Havas / MPG Starcom Mediavest Universal McCann Maxus Initiative Vizeum Columbus Media Which agency would you most like to work for in your next job? Base : Agencies
- 8. Google top brand for sheer size Group 1 % Al Jazeera 9% BBC World 52% Bloomberg TV 33% CNBC 35% CNN International 47% Discovery Channel 33% DW-TV 0% Euronews 32% Eurosport 44% Fox Entertainment 36% France 24 10% History Channel 9% MTV 35% Russia Today 1% Travel Channel 7% TV5 Monde 5% Group 3 % AOL 25% Facebook 74% Google 78% LinkedIn 55% MSN 55% Reuters 16% Twitter 45% Yahoo 55% Group 2 % Bloomberg Markets 27% Bloomberg Businessweek 34% China Daily News 5% CNBC European Business 20% Euromoney 9% Financial Times 51% Forbes 30% Fortune 25% Harvard Business Review 21% Institutional Investor 9% Intelligent Life 27% Metro International 25% National Geographic Magazine 35% New York Times / IHT 37% Reader’s Digest 7% Scientific America 5% The Economist 57% TIME 40% Wall Street Journal 44% Group 4 % 24/7 Real Media 23% Adap.tv 2% Adconian 31% Brightroll 20% E Buzzing 29% Go Viral 49% Inmobi 18% Millennial Media 14% Odyssey Mobile 16% Preview networks 1% RadiumOne 16% Say Media 26% Tremor 4% Tribalfusion 28% Unruly 42% Undertone 30% Videology 16% Yume 15% Have done business with Base : Advertisers and Agencies
- 9. The wider perception of a media brand does not always fit when you look more closely at those who have actually done business with them! Please indicate which of the following attributes apply best to the media sales teams. Professional sales/customer service Offer a creative & flexible approach Offer hot new media and technological platforms Have good research resources/ROI BASE All Clients All Clients All Clients All Clients Group 1 BBC World News 39% BBC World News 81% MTV 19% MTV 58% MTV 9% MTV 27% BBC World News 17% CNN International 36% Group 2 Financial Times 33% New York Times/IHT 73% The Economist 14% Metro International 41% The Economist 11% FT/NYT/IHT/ The Econo- mist 21% Financial Times 21% Financial Times 45% Group 3 Google 32% Reuters 59% Google 24% Yahoo 47% Google 40% Google 55% Google 41% Google 56% Group 4 Be On (formerly Go Viral) 21% Odyssey Mobile 64% Be On (formerly Go Viral) 21% Odyssey Mobile 51% Unruly 17% Odyssey Mobile 47% Be On (formerly Go Viral) 11% Videology 32% Base : Advertisers and Agencies All = All respondents Clients = All respondents who had done business with the respective media owner
- 10. Agencies are spending much more digitally than advertisers!? 14.8% 34.3% 9.9% 5.8% 6.9% 2.4% 5.3% 0.9% 2.6% 7.9% 3.0% 4.3% 1.9% 14.9% 21.6% 20.1% 6.2% 10.7% 5.2% 5.6% 0.9% 1.8% 7.1% 1.5% 3.2% 1.2% Print TV Digital display Social media Search Video Mobile Cinema Radio OOH PR Event sponsorhsip / Promotions Direct response / mail % budget split Advertisers Agencies
- 11. Mobile set to be the next big growth area 13% 17% 50% 80% 67% 64% 83% 9% 13% 27% 31% 33% 22% 23% 44% 34% 16% 23% 27% 14% 61% 56% 52% 53% 48% 55% 64% 39% 16% 5% 9% 9% 3% 30% 31% 22% 16% 19% 23% Print TV Digital display Social media Search Video Mobile Cinema Radio OOH PR Event sponsorhsip / Promotions Direct response / mail Anticpated change over the next 18 months Growth Neither Decline
- 12. Summary Media Agencies • Levels of familiarity an agencies billings and their position on an ‘idea pitch list’ are closely correlated. • Personal experience or a colleagues recommendations is the most important criteria when selecting a new media agency. Awards and Recma rank low in importance. • Agencies need to be perceived to be good at everything. No single strength takes priority. Media Brands • In terms of sheer size the digital brands are now equal to the traditional brands • Traditional brands are still perceived to be more professional • Digital brands offer greater levels of creativity & ROI • Not all media brands are good at managing their customer relationships achieving a negative ‘enjoyment’ rating.
- 13. If you would like to purchase a copy of the full report for £750 please contact either belinda@bsbmedia.co.uk or will@visionnetwork.eu