Which Media Sales Organizations are Most Proactively Meeting Client Needs?

By The Myers Report Archives
Cover image for  article: Which Media Sales Organizations are Most Proactively Meeting Client Needs?

How prepared are media sales organizations to step up their services, capabilities and support and be proactively responsive before, during and after the Covid-19 crisis? Those companies that have prioritized strong support as part of their organizational DNA are more likely to survive and even grow. Organizations that, by design or lack of investment, are culturally unprepared for proactive outreach and communications and, as a result, they are most likely to lose market share. The Myers Report has uncovered fascinating dynamics in our most recent Survey of 700 Advertiser and Agency Executives on Perceptions of 80 Media Companies' Strengths, Weaknesses, Obstacles and Opportunities. Across ten metrics measuring sales organization performance, we've found significant inconsistencies across different respondent groups as reflected in the charts below. The Myers Report data also represents insights for advertisers and agencies on which media partners are most prepared to support them in meeting their needs as they navigate through these turbulent and changing period and as we move toward recovery and beyond. The full research study methodology is available here.

On Wednesday May 27 at 11AM ET, The Myers Report will be hosting a ZOOM video update (register here) to share insights and results from full The Myers Report Survey, followed throughout June by individual ZOOM presentations to member companies on their detailed results and strategic analyzes identifying corporate strengths, weaknesses, obstacles and opportunities for growth. Through May we'll be releasing regular reports on selective survey results that are relevant to the media and advertising community, and we'll highlight exceptional performance of media sales organizations. To schedule your member's presentation, contact Robin Wallace at robin@mediavillage.com.

For the attribute PROACTIVELY HELPS ME BE MORE EFFECTIVE IN MY ROLE, across 80 media organizations, here are the TOP 15 sales organizations among different respondent groups.

THIS MEDIA SALES ORGANIZATION PROACTIVELY HELPS ME BE MORE EFFECTIVE IN MY ROLE
TOP PERFORMING MEDIA SALES ORGANIZATIONS

Based on percent of respondents rating each organization Top 2-Box.
5-point rating scale from Poor (1) to Excellent (5).

Details and methodology available to MediaVillage Member companies
Respondents must self-identify as being in a business relationship with the organization to qualify for rating the company

*CBS and Viacom were rated separately based on THE 2019 performance of each prior to combination.
The following represents a cross section of available respondent groups.
Custom analyses are available to MediaVillage member companies.
For a full list of 80 media sales organizations included in the survey, link here to the methodology.

TOP 15 SALES ORGANIZATIONS: TOTAL RESPONDENTS

  1. Pandora
  2. Xandr
  3. A4/Altice
  4. Hulu
  5. New York Interconnect
  6. Viacom Ad Sales*
  7. EffecTV
  8. Vevo
  9. Spectrum Reach
  10. Samsung Ads
  11. Verizon Media
  12. Roku
  13. Google
  14. WarnerMedia
  15. NBCU

TOP 15 SALES ORGANIZATIONS: AGENCY PROFESSIONALS

  1. Pandora
  2. A4/Altice
  3. Xandr
  4. Hulu
  5. New York Interconnect
  6. Vevo
  7. EffecTV
  8. Samba TV
  9. Roku
  10. Viacom Ad Sales*
  11. Outfront
  12. Spectrum Reach
  13. Samsung Ads
  14. NBCU
  15. Univision

TOP 15 SALES ORGANIZATIONS: ADVERTISER PROFESSIONALS

  1. Verizon Media
  2. Xandr
  3. Google
  4. YouTube
  5. Facebook
  6. Viacom Ad Sales
  7. National Cinemedia
  8. Spotify
  9. Captivate
  10. Intersection
  11. Instagram
  12. Pandora
  13. Pinterest
  14. Samsung Ads (t)
  15. WarnerMedia (t)
  16. Roundel (Target) (t)

TOP 10 SALES ORGANIZATIONS: FEMALE RESPONDENTS

  1. New York Interconnect
  2. Pandora
  3. Roku
  4. Hulu
  5. Xandr
  6. NBCU
  7. Intersection
  8. A4/Altice
  9. EffecTV
  10. Viacom Ad Sales

TOP 10 SALES ORGANIZATIONS: MALE RESPONDENTS

  1. Xandr
  2. A4/Altice
  3. Spectrum Reach
  4. Crackle Plus
  5. Hulu
  6. Verizon Media
  7. Samsung Ads
  8. Entercom
  9. Outfront
  10. Samba TV

TOP 15 SALES ORGANIZATIONS: RESPONDENTS WORK WITH SALES ACCOUNT EXECUTIVES

  1. Intersection
  2. Vevo
  3. Xandr
  4. Spectrum
  5. Screenvision
  6. Samsung Ads
  7. Univision
  8. Hulu
  9. Roku
  10. Pandora
  11. Viacom Ad Sales
  12. EffecTV
  13. Twitch
  14. Outfront
  15. National Public Media

TOP 15 SALES ORGANIZATIONS: RESPONDENTS WORK WITH MID-LEVEL SALES/SR. ACCOUNT DIRECTOR LEVEL

  1. Nexstar
  2. Pandora
  3. New York Interconnect
  4. EffecTV
  5. A4/Altice
  6. Spectrum Reach
  7. Hulu
  8. Viacom Ad Sales
  9. Google
  10. Viacom Ad Sales
  11. Roku
  12. Fox News & Business
  13. Samba TV
  14. NBCU
  15. Xandr

TOP 15 SALES ORGANIZATIONS: RESPONDENTS WORK WITH SENIOR SALES MANAGEMENT/CRO LEVEL

  1. Xandr
  2. Captivate
  3. Outfront
  4. Cadent
  5. National Cinemedia
  6. WarnerMedia
  7. Hulu
  8. Spotify
  9. Verizon Media
  10. Samsung Ads
  11. Disney/ABC Media
  12. Pinterest
  13. Entercom
  14. Google
  15. YouTube

ATTRIBUTES EVALUATED IN THE MYERS REPORT SURVEY OF 700 ADVERTISER AND AGENCY PROFESSIONALS

Respondents self-identify companies with which they have a professional relationship and are asked to rate each company on a 1-5 scale.
Organizational rankings are based on percent of qualified respondents rating each of their selected companies Top 2 Box (4,5)

  1. The ad sales team delivers on my expectations for data and measurement.
  2. The ad sales team explains & offers their advanced automated technology (programmatic, addressable) resources.
  3. I trust the ad sales team to reliably deliver on their promises.
  4. The ad sales team proactively helps me be more effective in my role.
  5. The ad sales team provides innovative opportunities and resources.
  6. The ad sales team understand my/my client's objectives.
  7. The ad sales team instills confidence in their product and its value to me/my clients.
  8. The ad sales team shares insights and leadership through trade marketing and communications.
  9. I am satisfied with the performance of the ad sales team over the past year.
  10. In the next 12 months, how do you expect your media investment with each company to change?
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