120 Marketing Trends found for Media / Convergence

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Finger-Pointing Agencies and Clients Battle Over 'Key Media Decisions'

Trend Summary: Advertisers and agencies alike apparently agree that clients are failing to lead on key media decisions.

A recent survey by UK media consultancy ID Comms found that advertisers are failing to meet expectations in four areas: [1] Setting clear key performance indicators (KPIs) for media. [2] Having a point of view on ROI for media. [3] Creating a well-established media community internally and [4] Leading media decisions from marketing rather than ...

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... procurement.

There were 179 respondents to the survey, including a number of senior marketers.

Survey participants were asked to score advertiser performance on the perceived key areas, ranging on a scale of one to five, where five is "outstanding" and one is "unacceptable".

On average, advertisers received a score of three or less in the above areas.

When broken down, advertiser respondents (representing companies with combined annual media budgets of more than £17bn), scored themselves an average of 7% higher on these questions than their agency counterparts.

However, agency respondents claimed that this merely reflects a lack of knowledge on the client-side.

One agency survey participant sourly observed:"Capability levels in advertisers are at an all-time low. Desperately needs an injection of smart agency thinkers".

Read the original unabridged Campaignlive.co.uk article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7112

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