admarket 2014 / media

www.ddresearch.ro

p a r t o f

Quantitative B2B Research Report

AdMarket Study 2014

The Media Section

February - May 2014

Participants’ Edition

© D&D Research 2014

2 www.ddresearch.ro

METHODOLOGY

↘ CENTRAL AIM of the research was to assess the „current state of affairs” of the Advertising Community in

Romania on three of its main branches: Media, Digital and ATL.

This aim was attained by measuring key relevant parameters within the following dimensions:

A Perception elements

B Usage and attitudes elements

C Participant company relevant descriptors

[≡] Please note that this report focuses on the Media branch of the Advertising Community.

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↘ RESEARCH DESIGN

Methodology:

Business to Business approach, semi-structured interview, deployed face to face (PAPI) by field executives using

a custom made printed questionnaire

Category: relevant data incumbents from companies that have been clients for the Media Advertising Agencies

INSTRUMENT

Custom made questionnaire focused on Media Agencies build to measure all elements established as objectives.

The questionnaire has 26 items. Average interview duration on this questionnaire (media section only) was 15

minutes.

SAMPLE

The participants were 114 individuals in charge of the media communication activities in 99 commercial

companies that had had this type of activities in 2013.

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REPORTING

↘ In the following we present the key findings of the study.

Reporting follows the questionnaire logic and structure and specifies for each graphic:

the measured dimension

the source question

answer type

total sample base used to compute percentages for that question

measured percentages

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M1.2. MEDIA AGENCIES ALL UNPROMPTED AWARENESS

[»] What other media agencies do you know or heard of?

*N=114, spontaneous multiple answer

57,9

42,1

36,8

28,1

24,6

24,6

19,3

18,4

17,5

17,5

16,7

14,9

12,3

9,6

7,9

4,4

3,5

1,8

1,8

0,9

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0

Zenith Media

Media Investment

Starcom MediaVest Group

Universal McCann

Mindshare Media

OMD

Initiative Media

Mediacom

Optimedia

Other

MEC Romania

Media Direction

United Media Services

Carat

Media Planning Group

House of Media

Aegis Media

BNP

Media-Tique

DK/NA

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M2.1. EMPLOYED AGENCIES: BUYING

[»] Please name the media agencies which your

company worked with in 2013

*N=114, closed multiple answers

14,9

11,4

11,4

10,5

6,1

6,1

5,3

4,4

4,4

4,4

3,5

2,6

1,8

0,9

0,9

0,9

0,0

0,0

9,6

2,6

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

Media Investment

Zenith Media

OMD


Optimedia

Universal McCann

Initiative Media

MEC Romania



Mindshare Media

Mediacom

Carat

Aegis Media

Media Direction

Media-Tique

BNP

House of Media

Other

DK/NA

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M2.2. EMPLOYED AGENCIES: PLANNING

[»] Please name the agencies which your company

worked with in 2013


14,9

11,4

11,4

10,5

6,1

5,3

4,4

4,4

4,4

2,6

2,6

2,6

1,8

0,9

0,9

0,9

0,0

0,0

7,9

7,0

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

Media Investment

Zenith Media

OMD


Initiative Media


Optimedia


Universal McCann

MEC Romania

Mediacom

Mindshare Media

Carat

Aegis Media

Media Direction

Media-Tique

BNP

House of Media

Other

DK/NA

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M3. SATISFACTION WITH THE 2013 PERFORMANCE

[»] On a scale from 1 to 5, how satisfied are you with the

media agency you worked with in 2013?

* the number of evaluations for each company are ranging between 15 evaluations for OMD and 6 evaluations for Initiative Media,

Universal McCann and Starcom MediaVest Group; five point Likert type scale: 1 less satisfied … 5 most satisfied

95,00

91,67

85,71

84,62

75,00

75,00

72,73

0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00

OMD

Optimedia

Media Investment

Zenith Media

Initiative Media

Universal McCann


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M4. TOP 5 CRITERIA FOR ASSESSMENT OF MEDIA AGENCIES

[»] Which of the following criteria are important when

assessing a media agency?

*N=114, closed top 5 answers

57,57

41,67

25,11

18,20

16,67

12,50

10,96

9,43

9,21

8,66

6,03

4,82

3,51

1,32

1,32

0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00

Quality of the media strategy

The cost of buying media space

The ability to integrate online and offline channels

Performance tactical planning

Quality of the research and consumer media

Creative solutions/ innovation

Accuracy of campaign management

Working speed/ keeping deadlines

Team's quality

Analytics. The ability to measure and isolate the …

Ease of collaboration

Fees agency proposed

Top management involvement

Marketing knowledge

Offering networking/ international services

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M7. UNAVAILABLE MEDIA SERVICES

[»]

Are there media services that are not present in the

market but that you would like to find in the media

agency portfolio?

*N=114, closed single answer

14,0

86,0

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Yes

No


M8. EXPECTED MEDIA SERVICES

[»] Examples of inexistent media services in the market

1. ADVANCED MEASUREMENT

2. ADVERTISING ON ONLINE MUSIC RADIOS

3. ADVERTISING ON STB (SETUP BOXES)

4. INTEGRATING IN THE ANALYSIS OF THE UNIQUE ONLINE AND OFFLINE VISITORS AND THEIR SEPARATION

5. MEASURING OUTDOOR AUDIENCES

6. MEASURING THE ONLINE EQUIVALENT OF GPRS

7. UNCONVENTIONAL MEDIA

8. MEDIA NECONVENTIONALA (PUTIN OFERTATA/INTELEASA)

9. GOOGLE SPECIAL PROJECTS

10. MOBILE ADVERTISING

11. AUGMENTED REALITY

12. ONLINE TV STREAMS / ADVERTISING

*N=16, participants responding “yes” to the previous question, open multiple answers


M10. INTENTION TO SWITCH THE MEDIA AGENCY

[»] In 2014 do you intent to change the media agency

you worked with in 2013?


52,6

26,3

9,6

7,0

4,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Certainly No

No, probably

Yes, probably

Certainly Yes

DK/NA


M12. MEDIA AGENCY DECISION

[»]

Which of the following sentences describes best the

way your company took the decision to work with a

media agency?


50,0

26,3

21,9

6,1

3,5

0,9

5,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

We continued the relationship with the agency we've

worked with in 2013

We organised auction / selection / pitch

The decision belonged in affiliation with

international network

We took into account the recommendations from

business partners / friends

We were contacted directly by agents who made

presentations

Other

DK/NA


M13. TOP PITCH CRITERIA

[»]

Which where the most important criteria that

mattered when your company invited a media agency

to pitch/pre-selection?


44,7

39,5

25,4

22,8

20,2

16,7

13,2

12,3

5,3

9,6

23,7

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Agency's strategic competences

Compentences of media buying at the lowest price

The agency's client portfolio

Previous projects/ campaigns of the agency

Previous experience with the agency

Agency presence in top awards

The recommendations made by a consultant/

independent auditor

Recommendations from business partners/ friends

The presence of a specialist in the agency,

recognized by the industry

Others

DK/NA


M14. STRONGEST PITCH REFERENCE COMPANIES

[»] In case of a new pitch, I would like to compare the

following media agency

*N=114, open multiple answers

39,5

32,5

29,8

14,0

12,3

11,4

11,4

10,5

7,9

6,1

2,6

1,8

1,8

1,8

1,8

0,9

0,9

0,0

0,0

22,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Zenith Media

Universal McCann


Initiative Media

Media Investment

MEC Romania

Mindshare Media

Mediacom

OMD

Media Direction

House of Media

Carat


Optimedia


BNP

Media-Tique

Aegis Media

Other

DK/NA


M16. MEDIA BUYING BUDGET

[»] In 2013, what was the budget for media buying?


25,4

12,3

19,3

13,2

14,0

15,8

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

<200.000 €

200.001-500.000 €

500.001-1.000.000 €

1.000.001-3.000.000 €

>3.000.000 €

DK/NA


M17.2. MEDIA BUDGET ESTIMATED EVOLUTIONS

[»] As compared with 2013, how do you assess the

media budget will evolve in 2014?

*N=37 participants estimating answering “increase” at the previous question, closed single answer

*N=27 participants estimating answering “decrease” at the previous question, closed single answer

Less than 10%

Between 10% and 20%

Between 20% and 30%

Between 30% and 40%

Between 40% and 50%

Between 50% and

100%

100%

17,4

17,4

17,4

17,4

21,7

8,1

37,8

13,5

10,8

8,1

10,8

Less than 10%

Between 10% and 20%

Between 20% and 30%

Between 30% and 40%

Between 40% and 50%

Between 50% and 100%

100%

Will Decrease Will Increase


ID1. PROVENIENCE OF SPENDING COMPANY

[»] Romanian / multinational company


21,1

78,9

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Romanian

Multinational


ID3. TOTAL ADVERTISING SPENDING

[»] Budget for the entire communication activities


7,0

24,6

10,5

35,1

14,9

7,9

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

<100.000 EUR

100.000 – 500.000 EUR

500.001 – 1.000.000 EUR

1.000.001 – 10.000.000 EUR

>10.000.000 EUR

DK/NA


ID4. NUMBER OF ACTIVE BRANDS IN ROMANIA

[»] Estimated active brands in Romania


30,7

21,9

29,8

17,5

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

1

2-3

4-10

>10


ID5. DOMAIN OF ACTIVITY

[»] Company’s area of activity


7,9

7,0

1,8

4,4

10,5

1,8

3,5

7,9

7,0

8,8

12,3

2,6

2,6

0,9

14,0

0,9

0,9

0,9

0,9

0,9

0,9

0,9

0,9

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

Alchoolic

Non-alchoolic

Beauty

Home appliances/electronics

Healthcare/medical

Travel/tourism

Media

Retail

Telecom/Internet

Automotive/vehicles

Financial/insurance

Fashion&style

Energy

Non-commercial/NGO

FMCG

Chemicals

Events

Heavy industry

Construction materials

Radio

Recicling

Logistics

Publishing


Thank you!

For more information, boos or huzzas

please contact:

[email protected]

[email protected]

© D&D Research 2014

admarket 2014 / media

Marketing

media agencies

media branch

questionnaire media

media communication

questionnaire logic

advertising community

multiple answers

research design methodology