admarket 2014 / media
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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
Starcom MediaVest Group
Optimedia
Universal McCann
Initiative Media
MEC Romania
Media Planning Group
United Media Services
Mindshare Media
Mediacom
Carat
Aegis Media
Media Direction
Media-Tique
BNP
House of Media
Other
DK/NA
7 www.ddresearch.ro
M2.2. EMPLOYED AGENCIES: PLANNING
[»] Please name the agencies which your company
worked with in 2013
*N=114, closed multiple answers
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
Starcom MediaVest Group
Initiative Media
Media Planning Group
Optimedia
United Media Services
Universal McCann
MEC Romania
Mediacom
Mindshare Media
Carat
Aegis Media
Media Direction
Media-Tique
BNP
House of Media
Other
DK/NA
8 www.ddresearch.ro
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
Starcom MediaVest Group
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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
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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
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M10. INTENTION TO SWITCH THE MEDIA AGENCY
[»] In 2014 do you intent to change the media agency
you worked with in 2013?
*N=114, closed single answer
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
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M12. MEDIA AGENCY DECISION
[»]
Which of the following sentences describes best the
way your company took the decision to work with a
media agency?
*N=114, closed multiple answers
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
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M13. TOP PITCH CRITERIA
[»]
Which where the most important criteria that
mattered when your company invited a media agency
to pitch/pre-selection?
*N=114, closed multiple answers
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
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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
Starcom MediaVest Group
Initiative Media
Media Investment
MEC Romania
Mindshare Media
Mediacom
OMD
Media Direction
House of Media
Carat
Media Planning Group
Optimedia
United Media Services
BNP
Media-Tique
Aegis Media
Other
DK/NA
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M16. MEDIA BUYING BUDGET
[»] In 2013, what was the budget for media buying?
*N=114, closed single answer
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
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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
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ID1. PROVENIENCE OF SPENDING COMPANY
[»] Romanian / multinational company
*N=114, closed single answer
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
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ID3. TOTAL ADVERTISING SPENDING
[»] Budget for the entire communication activities
*N=114, closed single answer
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
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ID4. NUMBER OF ACTIVE BRANDS IN ROMANIA
[»] Estimated active brands in Romania
*N=114, closed single answer
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
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ID5. DOMAIN OF ACTIVITY
[»] Company’s area of activity
*N=114, closed single answer
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
22 www.ddresearch.ro
Thank you!
For more information, boos or huzzas
please contact:
dan.petre@ddresearch.ro
vlad.tureanu@ddresearch.ro
© D&D Research 2014
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