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Research

What Brands Want from Their Agencies (and Who’s Doing It Best)

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Specialist consultants (advertising, digital, PR, branding, social media) are gaining ground on full-service agencies as brands’ first resources for business advice, according to new research carried out by Marketing Week in association with Weber Shandwick:

“The value of employing a full-service agency is questioned by more than 40 per cent of marketers, who prefer to have specialists managing individual marketing channels. However, almost as many say they would consider working with a full-service shop if it saved them money on fees.

In-house focus also seems to be a developing trend for certain marketing disciplines, as more than a quarter of marketers have taken agency work in-house in the past two years and reduced the number of external partners.”

It should be noted that while “the concept of having a lead agency is gradually becoming outdated,” there remains “plenty of opportunity for agencies to perform influential roles for clients in areas where they have proven expertise.”

So who is doing it best? Read more

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YP CEO David Krantz: ‘We Were Mobile Before Mobile Was Cool!’

David-Krantz-YP-mdThis week, Adweek offered readers the gentle musings of YP CEO David Krantz. In case your Web browser doesn’t have that URL in its search history, that would be the former Yellow Pages

For the Millennials out there in AgencySpy land, that is what was once called a phone book.

It was a bundled array of print technology listing the numbers and logos of anyone in your neck of the woods. What was formerly the listing service of AT&T Interactive decided to skew a little younger by breaking out the two-letter moniker.

In the interview, Krantz stuck up for his brand, downplaying the influence 0f all those cool kids at Google and stuff.

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U.S. Ad Spend Growing Faster Than at Any Point Over the Past Decade

CASH MONEY BITCHES

As we head into the long weekend, one thing is clear despite ongoing debates about social media’s ability to drive sales, challenges in measuring networks like Vine, the competing agency and production studio models, the relative value of digital/traditional and the matter of whether individual ads are worth more on TV or streaming: advertising budgets will not go down anytime soon.

Today the ever-reliable eMarketer tells us that 2014 marks the single largest per-year increase in ad spending over the past decade–and the numbers will only continue to rise.

Some details after the jump.

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Agencies Officially Need to Pay Attention to Vine Now

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You’ve heard of Vine, right? Of course you have–and we’ll go out on a sturdy limb in suggesting that most of our readers probably don’t think of Twitter’s six-second loop tool as the Next Big Thing in digital marketing.

This week, however (as reported on our sister site Lost Remote), the company unveiled the latest step in its campaign to appeal to those of the agency persuasion: loop counts.

What does that alien phrase mean? Metrics to measure how many times people have clicked on given “vines” have been around for a while, but this one tells us how many times a clip has looped–and it somehow controls for the “open tab” factor as well. The idea is that viewers will watch the most compelling Vines repeatedly, thereby increasing brand retention, etc.

In short, we can now get a better sense of how much Vine campaigns are worth. Given recent agency trends focusing on more accurate measurement for social media campaigns, some think that this means more shops will have to take Vine seriously.

A few marketing experts weigh in after the jump.

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Online Ads Make More Money Than TV

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Oh, look: another shot has been fired in the TV vs. digital debate.

This week David F. Poltrack, Chief Research Officer at CBS, told Variety that digital is more profitable–at least on a per-viewer basis. Why? Channel surfing–or lack thereof.

“If you stream our programming online, you’re seeing a full complement of advertising – you can’t bypass it.”

The total, per viewer, is 10-20% more ad revenue for a single streaming program as opposed to one airing live. And Poltrack expects that divide to grow larger.

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Enthusiasm for Digital Ads Is Cooling Down

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Depending on where you work and how old you are, trends in digital/social advertising may be either your stock in trade or the biggest thorn in your side.

According to the always-reliable Market Research, however, the loud victory march of the Ninjas and their allies the Gurus isn’t quite as triumphant as one might think.

In fact, multiple reports show the shift from Old School to New slowing in some respects.

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STUDY: Advertisers Don’t Understand Women

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Earlier this week, New York shop The Terri & Sandi Solution got our attention with its self-effacing campaign congratulating fellow Effie Awards winners with outdoor placements and customized Google ads.

Today we noticed that they’ve compiled research from various parties to draw a conclusion that should come as a shock to none of our readers: women feel misunderstood by advertisers and, by extension, the agencies creating work for them. In short, women wield more financial power and have far greater influence over general spending patterns than their male counterparts, but they don’t feel like brands create ads with them in mind.

Some key statistics after the jump.

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STUDY: Social Media Advertising Doesn’t Work So Well

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Yesterday, we brought you the story of a well-off British gent discussing how WPP’s GroupM will double its Twitter advertising budget to $100 million for 2014.

Today in what may seem like an attempt to show him up, Gallup released its latest study into the wild. It tells the world something the rest of us have known for years: Social media advertising is as good as flushing $100 bills down the toilet.

Here’s why those Benjamins are swirling down the drain.

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Ad Spending Surpasses Pre-Recession Numbers of $109B

ad on a budget

When the recession hit America with a huge thud, big business began to reconsider its residual income and closed up the budgets. Of course this hurt advertising agencies in a big way and many experts thought they would never recover, but this article from AdAge seems to contradict the naysayers once and for all.

Total spending among the 100 Leading National Advertisers (LNA) reached a record $108.6 billion in 2013, passing the previous spending peak set in pre-recession 2007.

Quick, call your clients…

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Jack Morton Does Not Care for Creative Pigeonholing

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Jack Morton celebrates three-quarters of a century in business this week by reminding you why you have so much trouble being creative at work, all via some good old-fashioned market research.

Stick with us here. Researchers conducting the study in question, titled “CREATIVITY: How Business Gets to Eureka!“, surveyed 7,000 young professionals in various industries and locales from California to Saudi Arabia in order to bring you these conclusions:

  • While only 73% of all participants consider themselves “creative”, a full 85% of Jack Morton employees think so. The number even goes up by 1% when polling within the U.S.

Now click through for the why

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