Media Execs' Priorities for New Media Marketplace

With the pressure now on for advertisers to become DMS savvy an intriguing question emerges How are media companies handling the pressure to address these developments and the new expectations that come with themActive International was particularly interested in answering this question since our corporate trading model is built on longstanding relationships with media companies and advertisers Thus we decided to commission a research study to examine how media executives are modifying their business inventory and pricing models to accommodate the rise of new DMS channelsWe worked with an independent market research firm to interview 100 Clevel and senior management executives at media companies Survey respondents were divided evenly between finance and marketing executives 5050 split and Clevel and senior management 5050 splitThe survey reveals that nearly threequarters of media executives 71 are worried about how to most effectively deliver audience to advertisers through DMS channels Clevel executives 73 and finance executives 72 are slightly more concerned about this than their senior management and marketing peers both 69Findings from the survey also show that the top priority for media executives in 2015 is reinforcing advertising value by emphasizing content 58 Developing new DMS inventory models 42 ranks second When broken out by survey respondents however Clevel and finance executives 49 are far more concerned about developing DMS inventory than their marketing and senior management counterparts 35 Marketing and senior management executives 65 place more emphasis on reinforcing advertising value than Clevel and finance executives 51Additionally 88 of media executives say that their technology focus for the remainder of the year will be on growing their DMS offerings Over half of respondents 52 plan to measurably increase their investments in programmatic technology during the same timePromoting consumer engagement and leveraging quality content has been the critical foundation for media companiesamp8217 growth strategies for many years But with the recent rise of DMS channels it is evident that these new shifts have many media companies racing to catch up to their digitally savvy consumersThe upside is that media companies are investing to catch up But until a new normal is established for how both media companies and advertisers view DMS advertising inventory uncertainties will persist on how to value themThat is a problem for which corporate trade can be a useful tool We work to help advertisers minimize the impact of market uncertainties by offering a financial solution that enables them to stretch their advertising budgets and improve ROI It39s a model that provides value in almost any market environment but it is especially valuable during times of uncertaintyIf youamp8217re interested in reading the full report Operating in Todayamp8217s Media Marketplace you can find it available for download hereamp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggersImage at top courtesy of freedigitalphotosnet

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Media Execs' Priorities for New Media Marketplace

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Jim Porçarelli

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Jim Porçarelli

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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