New Research: What Influences Agency Media Buyer Decision-Making?
/Association Media & Publishing's Sidebar blog interviews Lindsay Morrison, VP of Marketing Communications at Kantar Media SRDS & Healthcare Research, a group that collects, organizes, and delivers advertising data to connect media buyers with media sellers.
SRDS recently teamed up with AM&P member James G. Elliott Co., Inc. on an important new market research study designed to understand the information needs of media planners and buyers at advertising agencies. What follows are some of the surprising results of this study, which was conducted in Q4 2013 and included 204 individual respondents. Here's an excerpt:
Sidebar: What are some of the surprises gleaned from your recent survey of advertising agencies?
Morrison: One of the more interesting is that there are an increasing number of media buyers who are planning and buying advertising schedules all year long, as opposed to the more traditional pattern of planning and buying your advertising in the fall for the coming year and then being done with it. In our survey, 63 percent of the media buyers said they are buying schedules sporadically, quarterly, or semi-annually.
Read the full interview here: