In an online ad sales marketplace that is overcrowded with legacy media players, vertical networks, DSPs, SSPs, digital native sites, and well over a thousand online sales and service companies vying for the time and attention of advertiser and agency executives, one of the most challenging measures of sales organization performance is "Personal Contact and Relationships." Yet, several new online organizations have broken through to achieve impressively high performance ratings in establishing personal relationships, according to the new Jack Myers Survey of Advertising Executives on Online Value & Sales Organization Performance.Among "digital native" online organizations, relative newcomers to the ad sales scene Pandora, Undertone Networks, VEVO, IGN Entertainment, Context/Web, Break.com, LinkedIn and Tremor Video achieve leadership status among various respondent groups for establishing and maintaining personal relationships. Twitter and Yahoo! also break through among advertiser client executives.
Legacy media organizations including Washington Post Digital, Weather.com, Turner Broadcasting, WSJ.com, CNN.com, NBC-TV Interactive, ESPN, NBC-TV, MTV Digital, Forbes.com and NYTimes.com maintained impressive levels of personal relationships with agency and client connections.
JACK MYERS SURVEY OF ADVERTISING EXECUTIVES 2011
MARKET LEADERS AND MARKET ACHIEVERS AMONG 80 ONLINE SALES ORGANIZATIONS
(Based on percent of qualified respondents rating each organization 4/5 on a 5 point scale)
Leading Online Sales Organizations
"Personal Contact and Relationship"
(80 Total Organizations Evaluated – respondent base varies by organization)
Six Competitive Set Ranking Reports and individual organization ratings data will be released to subscribers via e-mail and will be available atwww.jackmyers.com
| LEGACY MEDIA ONLINE ORGANIZATIONS (30 total organizations ranked) | |||
| RANKING | |||
| Total | Digital | Full Service | |
| Respondents
| Advertisers | Agencies | Agencies |
| 1. Washington Post | 1. Turner/SI.com | 1. Washington Post | 1. WSJ.com |
| 2. Weather.com | 2. CBS Interactive | 2. NBC-TV (USA, etc.) | 2. Weather.com |
| 3. Turner/SI.com | 3t. Scripps Interactive | 3. Weather.com | 3. Washington Post |
| 4. NBC-TV (USA,etc.) | 3t. Condé Nast Digital | 4. MTV Digital | 4. NYTimes.com |
| 5. WSJ.com | 5. ESPN.com | 5t. Nickelodeon | 5. USA Today |
| 5t. Forbes.com | |||
Leading Online Sales Organizations
"Personal Contact and Relationship"
| "DIGITAL NATIVE" ONLINE ORGANIZATIONS (41 total sales organizations ranked) | |||
| RANKING | |||
| Total | Digital | Full Service | |
| Respondents
| Advertisers | Agencies | Agencies |
| 1 Undertone Networks | 1. Google | 1. IGN Entertainment | 1. Undertone |
| 2. Pandora | 2. Amazon | 2. Undertone | 2. Context/Web |
| 3. IGN Entertainment | 3t. Twitter | 3. Pandora | 3. Google |
| 4. Context/Web | 3t. Yahoo! | 4. VEVO | 4. About.com |
| 5. Break.com | 5. Advertising.com | 5. Break.com | 5. Pandora |
Source: Jack Myers 2011 Survey of Online Media Value & Sales Organization Performance. Detailed data and methodology are available at www.jackmyers.com. Subscriber Password required; for password information contact maryann@jackmyers.com (t) = tie. Detailed methodology is provided with full report data.
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