In what appears to be a significant shift in the criteria they use for valuing the media companies they do business with, ad executives say the ability of a media supplier to generate “ad results” is no longer the most important factor for getting on a media plan. Other factors, including “aggressive rate deals,” are now considered marginally more important factors.
The finding, which comes from the latest semi-annual survey of marketers and agency executives by Advertiser Perceptions Inc. on their perceptions of media companies, shows that the importance of “ad results” has fallen precipitously over the past year -- especially among marketers. Only 72% of marketers vs. 76% of agency executives surveyed cited the importance of "ad results." That’s down dramatically from a year ago, when 85% of ad execs cited that criterion, which has long been the No. 1 of 15 factors API tracks for influencing media buys.
While most other factors remained stable, the relative importance of “integrated media buys” and “multimedia” packages showed significant upticks, jumping four percentage points and three percentage points, respectively, over the past year.