M&M RESEARCH Branded
content is now the star of the toolbox, taking nearly 25% of the budget relative to traditional advertising
When rating themselves, more than 60% of media owners said that they had been more creative over the past year. However, the number dropped to a lowly 36% when agencies
were asked if media owners had upped their game in the creativity space. A critical 11% said they did not consider media
owners to be creative at all. While 60% of media owners claimed
The battle for second was closely contested between MSN, National Geographic Magazine, Wallpaper and
JCDecaux – each pulled in
ratings around the 50% mark. With the exception of JCDecaux, OOH again missed the mark in terms of offering a creative and flexible approach. Clear Channel, CBS Outdoor and Ströer trailed with ratings of 36%, 31% and 29%, respectively. The differing of opinion between media owners and agencies on increased creativity during 2009 yet again signalled the separate paths that these two often seem to be walking.
to have a dedicated creative solutions department, only 19% of agencies felt this was very important. On the other hand, only 5% said that it carried no importance, and evidence is mounting of the vital role media owners can take in idea creation and content delivery. Branded content has turned out to be the star of the media owner’s toolbox as it becomes better established. More than 80% of media owners offered capabilities in this area, and nearly the same number of advertisers took them up on the offer. In terms of spend, branded content is now taking nearly 25% of the budget relative to traditional advertising (spots and banners). Online was the most popular platform for branded content with it being used by 62% of respondents, followed by TV at 44% and print with 37%. The popularity of branded content
varied across the regions. Respondents in the UK and in Continental Europe lagged behind the rest of the world in terms of usage, which can be attributed to the tighter restrictions around it. Mobile, however, is still to show its
full potential. Nearly 70% of advertisers and media owners revealed that no adspend was allocated to the platform in 2009. Respondents from outside
THE TOP INTERNATIONAL SALES TEAMS (RATED AGAINST SIX CRITERIA)
M&M’s Sales Team Benchmarking Survey had 502 respondents, 200 of which were from agencies. They were asked to choose which of the media owners listed best fitted the attributes below. Just over 40% of the the respondents were from the UK, 33% were from Continental Europe and 25% were from the Rest of the World. Fieldwork was carried out in February 2010.
ROI
Online Google OOH Ströer TV
Print
For more in-depth comment go to
mandmglobal.com
Multi-platform solutions
BBC World News Economist
Yahoo!/MSN CBS Outdoor Euronews
FT/WSJ/Economist Source: M&M Sales Team Benchmarking Survey, 2010
www.mandmglobal.com M&M Q2 2010 27
New media & Professional Creative technology
MSN
JCDecaux MTV WSJ
Yahoo!/MSN MSN Ströer CNN Time
JCDecaux
National Geographic National Geographic/
Wallpaper Research MSN
Clear Channel CNN
Economist
Europe are more likely to integrate mobile into their campaigns than those within it, and 2010 is not looking any more promising for the medium with no more than 5% of budgets expected to be allocated to it.
THE BEST OF THE REST Curiously, 7% of agency respondents claimed not to allocate any adspend to online. Elsewhere though the shift of adspend dollars to online was highlighted with Google being the most used advertising vehicle over the past two years, followed by Yahoo! and MSN. BBC World News was the most used TV platform, with CNN second. CNN narrowly took the title of the most professional sales team across all sectors, fighting off tough competition from BBC World News, Time, National Geographic Magazine and Newsweek. Professionalism was also a unifying theme across the OOH players. MSN was overwhelming the industry leader in terms of offering new media and technological platforms, alongside its other online counterparts.
IS INTERNATIONAL MEDIA IN A GOOD PLACE? Pan-regional media was used by 60% of advertisers and 61% of agency respondents. On a positive note, 61% of advertisers expect to increase that budget in 2010, perhaps driven by account consolidation. That number drops to 41% for agencies. Despite ongoing negativity
surrounding print, pan-regional newspapers and magazines were only beaten by media websites as the most common types of pan-regional media used. Those in the UK were more likely to use newspapers than those on the
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