2013 www.imis.eu | @IMISSURVEY | #IMIS2013

Co-Authored by: Supported by:

Edited highlights

The following is edited highlights from an extensive report. If you would like to purchase a copy of the full report for £750 please contact either belinda@bsbmedia.co.uk or will@visionnetwork.eu

Survey description

• I-MIS was an online survey conducted in April/May 2013. • Links to the questionnaire were sent via email to a

database made up of Warc, IAA, BSBMedia and The Visions Network.

• The sample is made up of 64 advertisers and 240 agency executives. All of whom worked on international/multinational accounts.

• 74% of the sample was from the UK, the remainder was spread around the world.

• The survey looks at: – How advertisers view media agencies – How both advertisers and media agencies view media – Predictions for budgets in the next 18mths

The best known agency = ZO

7.3

7.1

7.0

6.8

6.6

6.3

6.3

5.9

5.7

5.6

4.9

4.5

4.1

1.9

ZenithOptimedia

OMD

Mindshare

Mediacom

Carat

Starcom Mediavest

Universal McCann

Initiative

Havas / MPG

MEC

PHD

Maxus

Vizeum

Columbus Media

Familiarity out of 10

Base : Advertisers

Dream pitch list

36%

36%

34%

28%

25%

20%

20%

19%

19%

14%

13%

11%

6%

6%

2%

2%

OMD

ZenithOptimedia

Mindshare

Mediacom

Carat

MEC

Universal McCann

Starcom Mediavest

A non-network agency

Initiative

Havas / MPG

PHD

Maxus

Vizeum

Columbus Media

None of these

Top 3 agencies would place on pitch list

Base : Advertisers

Mindshare and OMD have strong reputations

Which of the following agencies do you considers to have a strong reputation for the following?

BASE: ALL CLIENTS NOT WORKING WITH AGENCY

Attribute

importance among

marketers when

selecting agency

1st 2nd 3rd

Strategic planning Mindshare OMD PHD 67%

Buying strength Mediacom Mindshare / OMD Carat 66%

Creativity PHD Universal McCann Vizeum 67%

Strong technological solutions- OMD Carat / Mindshare ZenithOptimedia 58%

Return on Investment / ROI ZenithOptimedia Mindshare OMD 63%

Consumer insight Mindshare / OMD Universal McCann Mediacom /

ZenithOptimedia

64%

Social responsibility / ethics Mindshare Universal McCann Carat / Initiative /

Havas (MPG)

58%

Mediacom is the most popular within its peer group

13% 11%

10% 7%

6% 5% 5%

4% 4% 4%

3% 2% 2%

1%

Mediacom OMD

ZenithOptimedia PHD MEC

Carat Mindshare

Havas / MPG Starcom Mediavest

Universal McCann Maxus

Initiative Vizeum

Columbus Media

Which agency would you most like to work for in your next job?

Base : Agencies

Google top brand for sheer size

Group 1 %

Al Jazeera 9%

BBC World 52%

Bloomberg TV 33%

CNBC 35%

CNN International 47%

Discovery Channel 33%

DW-TV 0%

Euronews 32%

Eurosport 44%

Fox Entertainment 36%

France 24 10%

History Channel 9%

MTV 35%

Russia Today 1%

Travel Channel 7%

TV5 Monde 5%

Group 3 %

AOL 25%

Facebook 74%

Google 78%

LinkedIn 55%

MSN 55%

Reuters 16%

Twitter 45%

Yahoo 55%

Group 2 %

Bloomberg Markets 27%

Bloomberg Businessweek 34%

China Daily News 5%

CNBC European Business 20%

Euromoney 9%

Financial Times 51%

Forbes 30%

Fortune 25%

Harvard Business Review 21%

Institutional Investor 9%

Intelligent Life 27%

Metro International 25%

National Geographic Magazine 35%

New York Times / IHT 37%

Reader’s Digest 7%

Scientific America 5%

The Economist 57%

TIME 40%

Wall Street Journal 44%

Group 4 %

24/7 Real Media 23%

Adap.tv 2%

Adconian 31%

Brightroll 20%

E Buzzing 29%

Go Viral 49%

Inmobi 18%

Millennial Media 14%

Odyssey Mobile 16%

Preview networks 1%

RadiumOne 16%

Say Media 26%

Tremor 4%

Tribalfusion 28%

Unruly 42%

Undertone 30%

Videology 16%

Yume 15%

Have done business with

Base : Advertisers and Agencies

The wider perception of a media brand does not always fit when you look more closely at those who have actually done business with them!

Please indicate which of the following attributes apply best to the media sales teams.

Professional sales/customer

service

Offer a creative & flexible

approach

Offer hot new media and

technological platforms

Have good research

resources/ROI

BASE All Clients All Clients All Clients All Clients

Group 1 BBC World

News

39%

BBC World

News

81%

MTV

19%

MTV

58%

MTV

9%

MTV

27%

BBC World

News

17%

CNN

International

36%

Group 2 Financial

Times

33%

New York

Times/IHT

73%

The

Economist

14%

Metro

International

41%

The

Economist

11%

FT/NYT/IHT/

The Econo-

mist

21%

Financial

Times

21%

Financial

Times

45%

Group 3 Google

32%

Reuters

59%

Google

24%

Yahoo

47%

Google

40%

Google

55%

Google

41%

Google

56%

Group 4 Be On

(formerly Go

Viral)

21%

Odyssey

Mobile

64%

Be On

(formerly Go

Viral)

21%

Odyssey

Mobile

51%

Unruly

17%

Odyssey

Mobile

47%

Be On

(formerly Go

Viral)

11%

Videology

32%

Base : Advertisers and Agencies

All = All respondents Clients = All respondents who had done business with the respective media owner

Agencies are spending much more digitally than advertisers!?

14.8%

34.3%

9.9%

5.8%

6.9%

2.4%

5.3%

0.9%

2.6%

7.9%

3.0%

4.3%

1.9%

14.9%

21.6%

20.1%

6.2%

10.7%

5.2%

5.6%

0.9%

1.8%

7.1%

1.5%

3.2%

1.2%

Print

TV

Digital display

Social media

Search

Video

Mobile

Cinema

Radio

OOH

PR

Event sponsorhsip / Promotions

Direct response / mail

% budget split

Advertisers Agencies

Mobile set to be the next big growth area

13%

17%

50%

80%

67%

64%

83%

9%

13%

27%

31%

33%

22%

23%

44%

34%

16%

23%

27%

14%

61%

56%

52%

53%

48%

55%

64%

39%

16%

5%

9%

9%

3%

30%

31%

22%

16%

19%

23%

Print

TV

Digital display

Social media

Search

Video

Mobile

Cinema

Radio

OOH

PR

Event sponsorhsip / Promotions

Direct response / mail

Anticpated change over the next 18 months

Growth

Neither

Decline

Summary

Media Agencies • Levels of familiarity an agencies billings and their position on an ‘idea

pitch list’ are closely correlated. • Personal experience or a colleagues recommendations is the most

important criteria when selecting a new media agency. Awards and Recma rank low in importance.

• Agencies need to be perceived to be good at everything. No single strength takes priority.

Media Brands • In terms of sheer size the digital brands are now equal to the traditional

brands • Traditional brands are still perceived to be more professional • Digital brands offer greater levels of creativity & ROI • Not all media brands are good at managing their customer relationships

achieving a negative ‘enjoyment’ rating.

If you would like to purchase a copy of the full report for £750 please contact either belinda@bsbmedia.co.uk or will@visionnetwork.eu