AdMarket 2014 vs 2008 / ATL
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Transcript of AdMarket 2014 vs 2008 / ATL
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Quantitative B2B Research Report
AdMarket Study 2014 2008 Comparatives
The ATL Advertising Section
February - May 2014
Prepared for:
© D&D Research 2014
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TABLE OF CONTENTS
METHODOLOGY
[OBJECTIVES & DESIGN] 3
[DATA GATHERING] 5
DETAILED REPORTING
[GENERAL PERCEPTION OF ADVERTISING ACTIVITIES] 7
[AWARENESS] 10
[USAGE. GENERAL USAGE] 13 [ADVERTISING AWARDS] 48
[USAGE. PAYMENT ELEMENTS] 20 [GENERAL PERCEPTIONS] 50
[SERVICES/ACTIVITIES] 25 [PEOPLE PERCEPTIONS] 59
[SATISFACTION. LOYALTY] 27 [“DEMOGRAPHICS”] 62
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METHODOLOGY
↘ CENTRAL AIM of the research was to assess the „current state of affairs” of the Advertising Community in
Romania on three of its main branches: Media, Digital and ATL.
This aim was attained by measuring key relevant parameters within the following dimensions:
A Perception elements – or how is the main corpus of Clients perceiving the active entities from the
Advertising Community: i.e. awareness, “usage”, satisfaction, key traits etc.
B Usage and attitudes elements – what are the key working habits of the Clients into what regards
collaboration with companies within the Advertising Community: i.e. criteria for agency selection, motives
to cease collaboration, pitch habits, budgets etc.
C Participant company relevant descriptors – e.g. active market domains / industry branch, turnover, number
of active brands etc.
[≡] Please note that this report focuses on the ATL branch of the Advertising Community.
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↘ RESEARCH DESIGN
Methodology:
Business to Business approach, semi-structured interview, deployed face to face (PAPI) by field executives using
a custom made printed questionnaire
Category: relevant data incumbents from companies that have been clients for the Media Advertising Agencies
INSTRUMENT
Custom made questionnaire focused on ATL Agencies build to measure all elements established as objectives.
The questionnaire has 47 items. Average interview duration on this questionnaire (ATL section only) was 25
minutes.
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SAMPLE
The participants were 133 individuals in charge of the media communication activities in 122 commercial
companies that had had this type of activities in 2013.
The general approach to the sample universe was the following:
we decided that all spenders on advertising media in 2013 are relevant
we also decided that these spenders also needed to be active in 2013
observing the criteria above from public and private sources we have compiled a list of companies
DATA GATHERING
The field approach was a complex challenging B2B process:
many of the relevant participants were either reluctant or simply lacked the time to involve in the study
a significant part of the refusals to participate were not explicit and were masked behind typical “business”
excuses
both of the above meant that a large part of the initial universe sample list required at least 7 contact
points (mails or phones) until a resolution was achieved
furthermore even in those conditions the initial response rate was very low, bellow 10% so personal
interventions from the research company seniors were needed to boost that figure
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DETAILED REPORTING
↘ In the following we present the key findings of the study.
Reporting follows the questionnaire logic and structure and specifies for each graphic:
the measured dimension
the source question
answer type
total sample base used to compute percentages for that question
measured percentages
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U1. EMPLOYED AGENCIES – 2013
[»] In 2013, with how many advertising agencies did
your company worked with?
*N=133, closed single answer
28,6
27,1
24,1
20,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
two
one
more than 3
three
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U1. EMPLOYED AGENCIES – 2008
[»] In 2008, with how many advertising agencies did
your company worked with?
*N=222, closed single answer
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U2.1. IMPORTANT MARCOM ACTIVITIES IN 2013
[»]
Please chose from the following marketing and
communication activities, which were the most
important in 2013 for your business?
*N=133, closed ranking
61,74
55,56
40,41
29,66
26,25
15,95
7,62
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
Creation
Strategy
Digital communication overall (Social Media, Mobile
Marketing, Search Engine Marketing etc.)
Events/ Direct Marketing
PR and Corporate Communication
Shopper Marketing/Trade
Other
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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2014
[»]
Please choose from the following marketing and
communication activities, which of them will be most
important for your company’s business?
*N=133, closed ranking
59,65
56,10
41,99
28,78
27,60
17,30
7,10
0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00
Strategy
Creation
Digital communication overall (Social Media, Mobile
Marketing, Search Engine Marketing etc.)
PR and Corporate Communication
Events/ Direct Marketing
Shopper Marketing/Trade
Other
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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2008
[»]
Please choose from the following marketing and
communication activities, which of them are the most
important for your company’s business?
*N=222, closed ranking
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U5. EMPLOYED AGENCIES IN 2013
[»] Please name the advertising agency your company
worked with in 2013
*N=133, closed multiple answer
17,3
16,5
15,0
11,3
10,5
10,5
9,8
9,0
8,3
6,8
6,0
6,0
5,3
3,8
3,0
3,0
2,3
1,5
1,5
1,5
1,5
1,5
54,1
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
BV McCann Erickson
Leo Burnett & Target
Publicis
Graffit i/BBDO
DDB Bucuresti
Saatchi & Saatchi
GMP Advertising
Ogilvy
JWT Cohn & Jansen
Next Advertising
Lowe & Partners
Tempo Advertising
23 Communication Ideas
Propaganda
Friends
Geometry Global
TBWA Bucuresti
HAVAS Worldwide
Headvertising
CAP
Generic Audiovizual (GAV)
Papaya Advertising
Other
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Agencies mentioned under the “other” category:
ACTIVE PROMOTIONS
AD PRINT
ADVANCE IDEAS
ARSENOAIEI & MATASEL
BRAND FUSION
BRANDFEST
BRANDIENT
KEIL AUSTRIA GMBH
DECORPORATE
DIGITAL STAR
DRAFT FCB
ERKA
EYE PR
FOSS ADVERTISING
FUNNY ADVERTISING
GAVRILA SI ASOCIATII
GOLINHARRIS
GRAYLING
GREY
ILEO
IMAGE PR
INITIATIVES
JAZZ
KALEIDOSCOPE
KINEKTO
LIVADA
LUNA
MARKETING MATERS
MERCURY 360
MSPS
NAKED & JONES
PR STEPS
PROSPERO
REPUBLIKA
RUSU BORTUN
SENIORHYPER
SMART IDEA BUSINESS
RESULTS
SMART POINT
SPOON
THE GEEKS
THE GROUP
THE PRACTICE
TOTAL BRANDING
WOPA
WUNDERMAN
YOU FIRST
COMMUNICATION
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U5. EMPLOYED AGENCIES (FOR CREATION) IN 2008
[»] Please name the advertising agency your company
worked with in 2008
*N=222, closed multiple answer
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PE1. MARCOM BUDGET
[»] In 2013, what was the budget for advertising and
communication activities?
*N=133, closed single answer
10,5
13,5
21,1
8,3
35,3
11,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
< 50.000 €
50.000-100.000 €
100.000-300.000 €
300.000-500.000 €
> 500.000 €
DK/NA
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PE2. MARCOM BUDGET EVOLUTION IN 2014
[»] As compared with 2013, how do you assess the
advertising budget will evolve in 2014?
*N=133, closed single answer
35,3
20,3
27,1
17,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
Will increase
Will decrease
Don't know/can't apreciate
Will remain the same
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PE2.1. MARCOM BUDGET EVOLUTION ESTIMATED INCREASE
[»] Please give an estimated percentage of how much
you assess the advertising budget increase in 2014?
*N=47 participants estimating answering “increase” at the previous question, closed single answer
25,5
23,4
25,5
2,1
0,0
14,9
4,3
4,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
Less than 10%
Between 10% and 20%
Between 20% and 30%
Between 30% and 40%
Between 40% and 50%
Between 50% and 100%
100%
DK/NA
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PE2.2. MARCOM BUDGET EVOLUTION ESTIMATED DECREASE
[»] Please give an estimated percentage of how you
assess the advertising budget decrease in 2014?
*N=27 participants estimating answering “decrease” at the previous question, closed single answer
14,8
48,1
3,7
0,0
0,0
18,5
0,0
14,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
Less than 10%
Between 10% and 20%
Between 20% and 30%
Between 30% and 40%
Between 40% and 50%
Between 50% and 100%
100%
DK/NA
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L2. ADVERTISING AGENCY DECISION FOR 2013
[»]
Which of the following sentences describes best the
way your company took the decision to work with an
advertising agency?
*N=133, closed multiple answers
63,9
33,1
15,0
9,0
7,5
4,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
We continued the relationship with the agency we've
worked with in 2012
We organised auction / selection / pitch
The decision belonged in affiliation with
international network
We took into account the recommendations from
business partners/friends
We contacted an agency chosen based on previous
campaigns/successful case study de succes
We were contacted directly by agencies who made
presentations
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L2. ADVERTISING AGENCY DECISION FOR 2008
[»]
Which of the following sentences describes best the
way your company took the decision to work with an
advertising agency?
*N=222, closed multiple answers
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L3. TOP CRITERIA ASSESSMENT OF ADVERTISING AGENCIES
[»] Which of the following criteria are important when
assessing an advertising agency?
*N=133, closed top 3 answers
66,6
57,4
11,9
10,1
9,6
6,1
5,8
5,5
2,3
0,9
0,8
0,8
2,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
Strategic skills/The ability to understand consumer behaviour
Creative skills
Prices that meets the market situation
Previous experience with the agency/Ease of collaboration
The ability to accomplish complex projects
Digital skills
Previous projects/campaigns of the agency
The presence in the agency of key people, appreciated by being digital …
Credentials
Prizes/Awards ceremony performance
High rank in specialized awards
Informations/recommendations for business partners/friends
Else
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