In the ever-evolving landscape of advertising-supported media, staying ahead of the curve and capturing the attention of audiences is a perpetual challenge. In today's dynamic marketplace, the role of innovation and creativity in advertising cannot be overstated. To gain a deeper understanding of what defines innovation in advertising-supported media, The Myers Report, in collaboration with MediaVillage Education Foundation, major media agencies, and the American Association of Advertising Agencies (4A's), conducted a survey in July/August 2023. This survey collected insights from 3,400 agency professionals (2,083 Media Specialists), and among them 36% identified "Provides innovative and creative opportunities" as one of the three most important factors influencing their media planning and buying decisions and recommendations. This ranked third among the 12 primary factors that influence planning and buying decisions behind only 'large audience reach' (51%), 'brand safety' (42%) and tied with 'contextual relevance of content environment'.
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