Time Pressure Prevents Media Planners from Meeting Directly with Media Owners or Researching New Media Channels
UNITED KINGDOM — Agency media planners are working harder than ever, according to a new survey by Wossname, an online media contact database that helps agencies find media owner contacts. The survey found that 88% of media planners are under increasing pressure to put together media plans under short notice.
Two data points stand out from the survey and should be highly relevant to DOOH media networks include: 80% of media planners said they were short on time and as a result they could not always meet face to face with media owners, and 84% said they could not spend the time to research new media suppliers.
Contrary to media owner belief, agency media planners don’t always know who the media owner reps are, and two thirds (63%) needed to ask their colleagues for the most up-to-date information. Only six in ten media planners were confident they knew who their main media reps were. More than half (52%) of all respondents agreed that it’s hard to keep track of changes on the media owner side, with magazines cited as being particularly difficult by a third of planners.
According to half the respondents, media owner websites aren’t always helpful in providing ready contacts, either. A quarter (28%) of respondents have amended media plans because of missing media owner contacts.
“This paints a challenging picture for media owners,” says Mike Baker, director of Wossname, “Time pressure on planners means that there’s less time to get in and spread the word. It’s perhaps toughest on new or less mainstream media owners, who will struggle to get face time. Those companies need to work hard to make their media channels offerings understood and accessible.”
Wossname’s survey polled 167 media planners and buyers via Survey Monkey on October 27, 2015. Wossname is a subscription service that enables agencies to quickly find relevant media owner contacts. Contact information is regularly updated by media owners. Wossname will be launching a new version in January evolving from a simple lookup system to a fully-fledged marketing channel with content, photos and credential presentations.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.