Signature January/February 2015 - 30
IMPORTANCE OF INTEGRATION OF ADDITIONAL ASSETS TO PLANNING/BUYING DECISION
Most important to
respondents overall:
■ Digital space
■ Bonus pages
■ Bonus distribution
■ Rich media
■ Programmatic
inventory
19%
BONUS
PAGES
20%
BONUS
DISTRIBUTION
RICH
MEDIA
SOURCE: KANTAR
MEDIA/JAMES G. ELLIOTT
SURVEY, STUDY OF MEDIA
PLANNING & BUYING 2015
EXTREMELY
IMPORTANT
VERY IMPORTANT
MODERATELY
IMPORTANT
SOMEWHAT
IMPORTANT
NOT AT ALL
IMPORTANT
DIGITAL
SPACE
35%
12%
35%
13%
35%
32%
35%
33%
10%
3%
9%
4%
15%
3%
13%
15%
28%
30%
12%
15%
PRODUCT
PLACEMENT
14%
30%
28%
13%
15%
18%
12%
BONUS/SPECIAL
RESEARCH
7%
EVENT
SPONSORSHIP
6%
PERSONALIZED
EMAIL BLAST
BUYING CRITERIA
In the B2B media group, certain criteria are more important to buying decisions than other criteria (see sidebar,
"Ad-Buying Influencers.") Total cost, cost
per thousand, and circulation top the list.
CHANGES AND TURNOVERS
Overall, the top three factors that always
or often cause changes or turnovers in an
advertising client's schedule are budget
increases/decreases (74 percent), lack of
performance (64 percent), and instruction
from client (63 percent). Other factors
include a change in strategic direction (52
percent) and the introduction of a new or
unique idea (35 percent).
Interestingly, coming up with a
unique idea may be a publisher's best
chance of getting agency business; 41
percent of the agencies overall have
advertising clients that always or often
signature
9%
PACKAGING/
COVER WRAPS
If denied the first time, 18 percent of
media buyers won't let a publisher back in.
JANUARY/FEBRUARY 16
27%
PROGRAMMATIC
INVENTORY*
* Asked only of those
with current digital
media planning/buying
responsibilities, across
consumer and business
30
41%
24%
20%
33%
18%
6% 16%
0
36%
39%
34%
20
40
"In programmatic,
technology is at the
core of media strategy
for advertisers and
publishers. Why
should associations
pay attention?
Because it's only going
to go up from here."
STEVE DAVIS
use custom ideas or programs proposed
by the publisher/seller.
EXPECTATIONS
So what do agency planners and buyers
expect from publishers? Not surprisingly,
99 percent overall expect some kind of
26%
15%
21%
16%
23%
60
6%
21%
80
100
discount off of the rate card. In fact, on
average, agencies expect a 29 percent
discount off the rate, and 42 percent
expect even more than that. In addition,
88 percent of respondents say they are
accustomed to publishers presenting them
with new or unique pricing practices.
"Advertisers wanting a discount is a
fact of life," says Elliott, "so raise your
rates a little every year so that you have
a margin to negotiate."
In fact, Elliott says that association sales
staff should be taught the skills of negotiation. "You need to say to the agency or
advertiser: 'That rate is there for a reason,
but what I can do is work with you on
frequency or value add, etc.'"
INTEGRATION
Agency respondents overall urge publishers to think beyond print, citing the
importance of the integration of additional assets to their planning and buying
decision. The assets all respondents are
most interested in include digital space
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