During the next few weeks, Jack Myers Media Business Report will share insights from the new Myers Survey of Advertising Executives on Online Media Value and Sales Organization Performance. Full reports will be distributed separately to subscribers and are available upon request. This research is confidential and may be redistributed only to qualified subscribers within your organization. Please do not redistribute externally.
Yahoo!'s sudden and rude (but not unexpected ) firing of CEO Carol Bartz has roiled Wall Street but may prove to be a catalyst for the resurgence on Madison Avenue of one of the industry's most important digital brands. A new survey of advertising executives being released over the next several weeks byJack Myers Media Business Reportreflects concerns already well-reported in the trade press about Yahoo's sales needs. The new survey also establishes that while Yahoo! is experiencing challenges with agency executives, advertiser clientsare quite satisfied with the display ad giant.
Yahoo's biggest challenge is among agency executives, who want Yahoo! to more clearly define its relevance beyond its heavy traffic and display advertising leadership, establishing a focused market position in video, social, mobile and commerce. Advertisers, however, appear satisfied with Yahoo's continued ability to generate mass display ad reach at efficient costs. AOL, which also experienced its share of controversy and publicity with the dismissal of Tech Crunch founder Michael Arrington, is also in need of a defining value offer. Microsoft has also failed to establish its core leadership brand position and even Facebook and Twitter are struggling with their value propositions. Read my perspective and overview below this ranking chart.
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)
TOP 26 Sales Organizations
"Clarity of Offer & Value"
(Among 80 Organizations Evaluated – respondent base varies by organization)
Six Competitive Set Ranking Reports and individual organization rating data will be released to subscribers via e-mail and will be available atwww.jackmyers.com
| ORGANIZATION | RANKING | |||
| All | Digital | Full Service | ||
| Respondents
| Advertisers | Agencies | Agencies | |
| 1 | 2 | 3 | 1 | |
| VEVO | 2 | IR | 1 | IR |
| Pandora | 3 | IR | 7 | 7 |
| blip.tv | 4 | IR | 5t | IR |
| Amazon.com | 5 | 1 | 5t | 41 |
| Weather.com | 6 | 13 | 14 | 2 |
| Brightroll | 7 | IR | 17 | 5 |
| Hulu.com | 8 | IR | 8 | 9 |
| Tremor Media | 9 | IR | 10 | 14 |
| IGN Entertainment | 10 | IR | 4 | IR |
| Nickelodeon Online Sales | 11 | IR | 2 | IR |
| Rainbow Advertising Sales | 12 | IR | IR | 18 |
| CNNMoney.com | 13 | IR | 16 | 13 |
| Reuters.com | 14 | IR | IR | IR |
| 33Across | 15 | IR | 36 | IR |
| Break.com | 16 | IR | 9 | IR |
| Glam Media | 17 | IR | 11 | IR |
| ESPN.com | 18 | 4 | 30 | 10 |
| Undertone Networks / Jambo | 19 | IR | 23 | 3t |
| CBSNews.com | 20 | IR | IR | 3t |
| CNET | 21 | IR | 39 | 11 |
| IDG Sites | 22 | IR | IR | IR |
| People.com | 23 | IR | 32 | 8 |
| Adapt.tv | 24 | IR | IR | IR |
| 25 | 10 | 22 | 24 | |
| ABC.com | 26 | IR | 54 | 6 |
| You Tube | 29 | 6 | 35 | 15 |
| 30 | 9 | 12 | 36 | |
| Microsoft Advertising/MSN | 40 | 12 | 24 | 29 |
| AOL | 41 | 16 | 17 | 31 |
| 42 | 17 | 43 | 16 | |
| NYTimes.com | 43 | 5 | 44 | 33 |
| Yahoo! | 53 | 3 | 47 | 48 |
Source: Jack Myers 2011 Survey of Online Media Value & Sales Organization Performance. Detailed data and methodology are available HERE. (IR) = Insufficient respondent base. (t) = tie.
OVERVIEW
Among 80 online sales organizations Yahoo ranks a stunning 53rd overall and 47th among agency executives for "Clarity of Offer and Value," yet Yahoo! ranks THIRD among advertisers. Only 35% of agency respondents consider Yahoo! to be a "market leader" or "market achiever" for Clarity of Offer, compared to 73% of client executives. That may be a reflection of satisfaction among advertisers with Yahoo's continued scale and ability to reach mass audiences through display advertising. By comparison, Google ranks first, second or third among all respondent groups for Clarity of Offer and Value.
AOL is ranked as a market leader or achiever for Clarity of Offer and Value by 50% of agency executives and only 27% of advertiser execs. Microsoft Advertising Sales was ranked positively by 48% of agency executives and 42% of advertiser respondents.
The detailed Myers Report includes performance ratings and rankings for 80 sales organizations and multiple respondent groups. Ranking reports are organized to enable subscribing companies to review the comparative performance of each organization within the most relevant competitive set including Legacy Media Brands (I.E. ABC, NBC, Conde Nast, Scripps, Discovery, Gannett); Digital Native Brands (I.E. Google, Yahoo!, AOL, blip.tv, IGN); Emerging Brands (based on smaller respondent base); Top 25 Sales Organizations (based on large respondent base); and Mid-Tier Organizations (Based on mid-range respondent base). Respondents were pre-qualified based on conducting business with each site they evaluated.
Respondents rated each sales organization on a 1-5 basis in five evaluation categories.
· Quality of Sales Organization and Support
· Clarity of Offer & Value
· Premium Content
· Safe Advertiser Environment
· Personal Contact & Relationship
In future reports, we will share details from each category. The full detailed reports with multiple respondent groups are available to subscribers.
Download this report here
Report #1 Ranking Report: Clarity of Offer & Value.
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