The survey, conducted for MediaVillage by MyersBizNet in October/November, 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 survey.
- Quality of audience demos justifies premium pricing
- Delivers large audience reach
- Engaging content justifies premium pricing
- Provides valuable research support and data intelligence
- Provides innovative promotional marketing opportunities
- Quality sales teams and customer service
- Provides relevant branded content opportunities
- Offers valuable multi-platform extensions
The chart below reflects the average percentage of respondents who rate TV networks and digital video companies 4/5 on a five-point performance scale (top-two 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) 4/5, compared to only an average 33% of respondents rating broadcast networks 4/5. Turner, Viacom and NBCU are the leading TV organizations with an average 43% rating the companies 4/5. By comparison, Facebook and YouTube achieve 66% positive ratings, with AOL, Amazon and Twitter all achieving 50% + positive scores.
These are perceptions; the reality is that TV media can make a strong case for the comparative quality of content, reach and multi-platform assets. Advertiser and agency executives, however, push-back that...
...the very definitions of quality, engagement and reach are morphing as the focus shifts from traditional metrics and currencies to customized KPIs based on first-party data and performance-based results. As the importance of long-standing 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 digital-first young team members, and with more emphasis on customized data, buyer/seller dynamics are transforming.