
A majority of ad industry executives believe the advertising
and media services business is "going through a difficult time," according to findings of interviews conducted by Advertiser Perceptions in December.
The finding, part of a series of benchmark
studies Advertiser Perceptions is conducting for MediaPost heading into and throughout 2020, is intended to create a baseline of how the ad industry looks at its current state and near- and long-term
future on key issues including its own esteem, perceptions of other stakeholders (including consumers, potential talent, regulators, suppliers, etc.), regulation, self-regulation, ethics and the
overall impact on society.
Detailed findings of this survey, including tabulated findings by advertisers vs. agency executives, as well as their views on what the ad industry can do to make
itself more attractive to key stakeholders, will be published exclusively in today's edition of Research
Intelligencer, a premium MediaPost publication available only to subscribers.
Forty-four percent of total respondents to the Advertiser Perceptions study said they believe the
advertising and media services industry is "heading in the right direction," while 2% say it is "going horribly wrong," and 1% said it's "dying."