Google Tops Advertisers' And Agencies' Most Loved And Hated League Table
- by Sean Hargrave , September 4, 2014
The 2014 International Media Image Survey (I-MIS) was compiled by BSB Media and The Vision Network with the support of the International Advertising Association. It found that the top five media brands have a similar "love-hate" relationship with large media companies.
Google topped the most loved and most hated league table for 2014 with feelings running highest, either way, among advertisers. In contrast, opinion was similarly split on Facebook with feelings running highest among agencies. Facebook stands out for being second in both the love and hate league tables, but with a noticeable higher proportion saying they dislike working with the social media giant than those who enjoy it.
In the most-loved rankings Google was followed by Facebook, LinkedIn, YouTube, MSN, Twitter and BBC World News.
Will Nicholson, founding director at The Vision Network, believes that although feelings run high, advertisers have little choice other than to use the large media companies to gain reach.
"Being a big brand and working with large numbers of clients and agencies seems to generate strong feelings in both directions," he surmises.
"Unfortunately for some of these brands, the experience isn’t always a happy one, which probably affects their partners’ willingness to work with them in future. What’s probably true, though, is that the likes of Google and Facebook offer connections with consumers that other media brands aren’t currently able to replicate, so relationships continue, whether agencies and advertisers are one hundred per cent happy or not.”
The report shows that in addition to advertisers seeking a professional service from large media owners, the three most craved attributes are innovation, creativity and ability to prove Return on Investment.
The I-MIS study also showed that nearly three in four advertisers (71 percent) are choosing to go direct to media owners for some of their mobile campaigns.
