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Brand Safety Is Not Driving Media Allocation Decisions in 2018/19

Brand Safety Is Not Driving Media Allocation Decisions in 2018/19

Author

Charlotte Lipman photo

Charlotte Lipman

Publish date

March 20, 2018

Channel

The Myers Report
5 36

In moving from a method of stated importance to derived importance, research conducted by MediaVillage uncovered a surprising disconnect between perception and reality.  Last May, MediaVillage asked 747 advertiser and agency executives to rate the relevance of nine criteria to their media planning and buying decision-making processes.  Nearly 70% said brand-safe environment was very relevant,so it ranked first in relevance ahead of valuable targeted audience demos, research insights and a responsive and knowledgeable sales team.  In late 2017, based on responses from 775 advertiser and agency executives, MediaVillage conducted linear regression analyses for 53 media companies in order to determine which of 11 criteria were most likely to drive likelihood to increase spend with each organization.  According to these results, brand-safe environment is only 4% likely to strongly correlate with a respondent's intention to spend.  "Effective sales organization," "Advanced data and analytics" and "Quality of audience demos justifies premium pricing" are most likely to correlate with a respondent's propensity to increase investments in 2018.  Vice and Meredith are two publishers for which "brand-safe environment" registered as a key driver of intent to increase spend.

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Charlotte Lipman photo

Charlotte Lipman

Charlotte is Senior Manager, Business Intelligence at Xandr where she manages development and execution of market-leading research. Prior to Xandr, Charlotte served as Research Director for MediaVillage. During her four years there, she led the release of Me… read more

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    Home Knowledge Exchange
    Knowledge Exchange

    A B2B Solutions Marketplace, where you can search more than 15,000 original thought leadership commentaries, articles, white papers, podcasts and videos on all things media, marketing and advertising.

    Read member content
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    Behind-the-scenes in Hollywood. Exclusive interviews, reviews and insights.

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    For three decades, TMR has been the leading resource for B2B Market Intelligence and forecasts on advertising, media and marketing.

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    Watch, Listen and Learn reflects our commitment to a robust educational program, particularly access to online learning tools, which are key in attracting and retaining quality employees and delivering knowledge to clients and prospects.

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    For three decades, TMR has been the leading resource for B2B Market Intelligence and forecasts on advertising, media and marketing.

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    Watch, Listen & learn
    Watch, Listen & learn

    Watch, Listen and Learn reflects our commitment to a robust educational program, particularly access to online learning tools, which are key in attracting and retaining quality employees and delivering knowledge to clients and prospects.

    See All Channels
    Jack Myers Leadership Conversations
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    Advancing Diversity
    Advancing Diversity Villages

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