Following up on a recent study identifying the twelve factors contributing to advertising media planning and buying decisions, we focus in this report on the differing priorities among seven leading media agencies. The Myers Report Survey of Agency & Brand Media Decision-Makers and Influencers provides insights for media sales organizations based on a survey of 4,200 agency and brand professionals. When asked to identify the factors that are most influential and relevant in their planning and buying decision-making the factor among 12 options that was most consistently identified is "Delivers Large Audience Reach." But when reviewed based on agency affiliation the differences in priorities among the other eleven factors are significant. ("Cost efficiency" has been a universal priority and was not included among the options.) Respondents from one major holding company media agency elevated "Ability to Use First Party Data" as a primary buying criteria while another media agency's respondents identified "Contextual Relevance of Content" to be their highest priority. The differences from agency-to-agency are reflected in the chart below. Included among the seven agencies represented are four major holding company media agencies and three leading independent media agencies.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.