This document summarizes a report about the media industry in 2012. It includes: - Interviews and surveys with 10 media planners and 5 industry leaders. - A focus on how clients are increasingly demanding evidence from agencies and case studies showing effectiveness. - Discussion of how "big data" is a major trend in 2012, with agencies and clients seeking to combine various business data sources and wanting real-time insights. - Charts showing how various media companies were perceived in 2012 in terms of their offerings and industry presence.

1. Industry View 2012
Everything you need to know about media
agencies and their clients
A work.report
Date: May 2012

2. Who we spoke to
10 paired depths with planners
PLUS
5 interviews with industry
thought leaders
PLUS
A quantitative
questionnaire amongst
planners – 140
completes

3. A client focus on evidence

4. An agency focus on case studies

5. 7. Big data
• Every year has it’s media fashion
– Integration, big ideas, creativity, media firsts,
beyond the spot, engagement...
• This year’s must have planning accessory is BIG DATA
– They all now employ data teams
– Clients are driving the initiative to glue the strands of
business data together
– Real time data the game changer
• This isn’t a fad, if you have data, this opens up a new
conversation with the agencies

6. Good offering
Thinking about the two
which differentiate most,
and which you have the
High presence Low presence
most control over
Poor offering

7. 2012
Good offering
Telegraph
Sky
Facebook Absolute
JCD Radio
C4 ITV
Clear Channel
Guardian Bauer mags
Global Radio Bauer radio
DCM
Pearl&Dean
RAB
CBS Outdoor News Int
Thinkbox
High presence five Low presence
IAB
Hearst NMA
AOP
OMC
Poor offering

8. 2012

9. 2012

10. Industry View 2012
Everything you need to know about media
agencies and their clients
A work.report
Date: May 2012