Perception vs. Reality: It's Time to Rethink TV Selling

The survey conducted for MediaVillage by MyersBizNet in OctoberNovember measured perceptions of 515 advertiser and media agency executives toward 46 TV network brands and eight leading digital media companies Digital media led by YouTube and Facebook are more positively perceived overall and rate more favorably across multiple attributes measured in the surveyQuality of audience demos justifies premium pricingDelivers large audience reachEngaging content justifies premium pricingProvides valuable research support and data intelligenceProvides innovative promotional marketing opportunitiesQuality sales teams and customer serviceProvides relevant branded content opportunitiesOffers valuable multiplatform extensionsThe chart below reflects the average percentage of respondents who rate TV networks and digital video companies 45 on a fivepoint performance scale toptwo box Respondents rated each media company with which they have a relationship across eight attributes For Research Support and Data Intelligence for example an average 51 of respondents rated the eight digital companies individually 45 compared to only an average 33 of respondents rating broadcast networks 45 Turner Viacom and NBCU are the leading TV organizations with an average 43 rating the companies 45 By comparison Facebook and YouTube achieve 66 positive ratings with AOL Amazon and Twitter all achieving 50 positive scoresamp160These are perceptions the reality is that TV media can make a strong case for the comparative quality of content reach and multiplatform assets Advertiser and agency executives however pushback thatthe very definitions of quality engagement and reach are morphing as the focus shifts from traditional metrics and currencies to customized KPIs based on firstparty data and performancebased results As the importance of longstanding relationships between buyers and sellers diminishes digital media are using data and analytics to push their value proposition With analytics groups at agencies heavily weighted toward digitalfirst young team members and with more emphasis on customized data buyerseller dynamics are transformingAccording to MyersBizNet39s recently released longterm economic forecast digital video advertising will continue to grow exponentially feeding not only YouTube Facebook SnapChat BuzzFeed AOL and other digital media but will also sustain the growth amp8211 albeit in the low singledigits of television magazines and outofhome If TV networks and other media that are advancing into digital video and social marketing want to effectively compete they39ll need to conduct a difficult selfexamination of their competitive positioning and organizational priorities It39s time to take a long look at how they are managing perceptions the messages they39re communicating who they are competing with who they are targeting and how they are reaching them

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Perception vs. Reality: It's Time to Rethink TV Selling

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Jack Myers

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