Strategies published an article about advertisers and agencies’ expectations towards Sales Houses.
This article is based on the results of Limelight Consulting’s annual Barometer conducted between December 2013 and July 2014.
One of the biggest fear for advertisers is losing their brand value (32% of them). The media agencies have to focus on the global performance, the marketing and on targetting. As the Sales Houses are concerned, they will have to include advertisers’ need. Indeed, they look for real consultants who will be able to work on their issues and bring them creative solutions.
The article highlights the pros and the cons for the RTB market, as well as the digital investments forecasts.
Qualitative study : 18 interviews (8 agencies and 10 advertisers) – Quantitative phase : 647 respondents, including 367 media agencies (40% sales persons, 39% media buyers, 14% CEOs and General Managers) and 280 advertisers (50% responsible for media, 31% media and marketing decision makers, 19% product/group managers). Period: Dec. 2013-Feb. 2014.
Strategies nb 1776 - 07/03/2014