TomorrowToday is the media industry’s most thoroughly read trade publication among senior media agency and marketer executives (15+ years in the business). Each week, we deliver Jack Myers’ strong, forceful and prominent voice of leadership, speaking to the senior leaders of the television, media, agency and marketing communities on marketplace economics, trend analyses, technology impact and implications, revenue-growth opportunities, and more. TomorrowToday includes insights from MyersBizNet Surveys of Advertising Executives, and MyersBizNet Advertising & Marketing Economic Data and Forecasts, for the past 20-years the recognized leader in providing in-depth market data on 52 media and marketing categories.
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It's an incredible honor to join MyersBizNet as Editor and Lead Analyst for The Myers Report, the Gold Standard of Excellence in B2B research and forecasting. Throughout my career, Jack Myers' insights in his TomorrowToday column have been incredibly useful to me as I have charted the future for the clients of my agencies. My goal as I assume the responsibility for this weekly column is to maintain our high standard of knowledge, integrity, value, challenging the status quo and providing occasional industry charging inspirations.
Amazon, Netflix, Instagram and YouTube have the greatest vitality among 147 leading media brands, according to a new study of 1,200 media agency and brand marketing professionals conducted by MediaVillage. Media brand vitality was assessed based on survey respondents’ perceptions of each media brand’s sustainability (ability of the brand to thrive in the new media world) and differentiation (magnitude of difference between the brand and its closest competitors). Amazon has become the fastest growing ad-supported platform, generating an estimated $10 billion in ad revenues in 2018 with projected ad revenues approaching $25 billion by 2022. Although Netflix and HBO do not offer advertising opportunities, agency executives appear prepared to support the platforms when and if they decide to open sponsorship opportunities. Respondents to the MediaVillage survey rated Amazon 9.1 on a 10-point scale for sustainability, the highest rating assigned to any media brand in any of the five brand equity attributes measured in the survey. Full content of this report and the executive summary are available to MediaVillage member companies only and may be downloaded with password at jackmyerstomorrowtoday.com.
The full 70-page MediaVillage Media Brand Equity Study with detailed insights on the brand equity of 147 media brands as evaluated by 1,200 advertiser and agency executives will be delivered via e-mail to current MediaVillage member companies. An executive summary is available for download below. For details, contact email@example.com.