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ID Number: G00146595



This research is provided for historical perspective;
portions of this document may not reflect current conditions.





Advertisers and Advertising Agency Executives Lack Alignment on Interactive Media
5 March 2007
 
Andrew Frank  

A survey of advertisers and advertising agency executives reveals disparities in the priorities and concerns between the two groups and suggests that many top decision makers are behind the curve in terms of understanding the online advertising market.





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Table of Contents


    
 Analysis

1.0
    
 Introduction
2.0
    
 Measuring Media Effectiveness
3.0
    
 Analyzing the Relationship

    
 Recommended Reading


List of Tables


Table 1.  
 United States and United Kingdom: Advertisers' Annual Spending Level on Media, Fiscal 2005
 

Table 2.  
 United States and United Kingdom: Advertising Agencies' Annual Revenue, Fiscal 2005
 

Table 3.  
 Awareness and Average Level of Interest in Emerging Media
 

Table 4.  
 Key Metrics That Advertisers and Agencies Are Watching
 

Table 5.  
 Top Perceived Challenges of Digital Marketing
 

Table 6.  
 The Role That Agencies Play in Advertisers' Media Planning
 

List of Figures


Figure 1. 
 Reported Ad Spending Trends by Medium
 

Figure 2. 
 Reasons Cited for Decreasing TV Spending
 

Figure 3. 
 The Role Agencies Play in Advertisers' Media Planning
 



Browse Topics:
 
Digital Media Marketing and Advertising
Media Business Strategies




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Resource Id: 501885