Agencies, Advertisers Need to Sync on New Media

ID Number: G00165277

2 March 2009

Andrew Frank

Even though "new media" is well-established, advertisers and agencies are still behind the development curve and significantly out of alignment with one another on using and measuring new media to its best advantage.

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Table of Contents

Analysis

1.0

About the Survey Methodology

2.0

New Media Misalignment Is Evident in Several Areas

3.0

New Media Priorities

4.0

Agency-Client Relationships

4.1		Media-Planning Responsibility
4.2		Integration vs. Best-of-Breed Approach
4.3		"Lead" Agency Status

5.0

Where to Buy Online Media

5.1		Misalignment on Ad Networks
5.2		Misalignment on Targeting

6.0

Pressure to Change

Recommended Reading

List of Tables

	Table 1.	Advertiser vs. Agency "Interest in" Advertising Technique Scores, Sorted by Weighted Variance in Response

List of Figures

	Figure 1.	Huge Gap Between "Interest in" and "Measurement of" New Media Ad Techniques

	Figure 2.	Markedly Differing Views on Planning, Execution Roles

	Figure 3.	Advertisers and Agencies Are Out of Step on Integration vs. Best-of-Breed Approach

	Figure 4.	Advertisers More Likely to Seek Multisource Relationships

	Figure 5.	Differing Attitudes Toward Ad Networks

	Figure 6.	Advertiser Use of Ad Networks: U.S. vs. U.K.

	Figure 7.	Advertisers, Though Wary of Targeting, Do Use Behavioral Targeting

	Figure 8.	Agencies More Bullish on Targeting — Especially Geographical Targeting

	Figure 9.	Need to Change Media Strategy: Agencies vs. Advertisers

	Figure 10.	Most-Challenging Issues

	Figure 11.	Addressing Top Challenges

Digital Media Marketing and Advertising
Media Business Strategies

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Resource Id: 905117