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Hulu, ABC Entertainment, Google, Microsoft and Pandora Among Leaders Providing the Best Customer Experience for Digital Advertisers

As Advertisers Spend $Millions, They Continue to Seek Standards, Service, Targeting, Transparency, Optimization and Verification.

DCMSinfographic Final
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NEW YORK – February 3, 2016 – According to a new Digital Campaign Management System (DCMS) Report from Advertiser Perceptions, the most prolific digital advertisers have indicated that media brands like Hulu, ABC Entertainment, Google, Microsoft and Pandora have begun to provide them with the criteria that drives their overall satisfaction with the process and the results, including…

  1. RFP PHASE: Understanding advertiser goals, vision, and desired outcomes
  2. PROPOSAL REVIEW PHASE: Digital advertising programs are appropriate for reaching their target audience
  3. NEGOTIATION PHASE: Total cost of media package is reasonable
  4. CAMPAIGN IMPLEMENTATION AND OPTIMIZATION: Sales / Client Services is proactive about optimizing placements for best results
  5. POST CAMPAIGN PHASE: Digital inventory is delivered as promised

Keeping advertisers satisfied throughout the process of a digital ad campaign has been no easy task. From the initial campaign briefing to the post campaign analysis, media brands are finding there are plenty of opportunities along the way to win or lose the loyalty of advertisers. Now, digital advertisers are outlining specifically what they would like to see from media brands moving forward.

“DCMS provides deep and nuanced insights into the often hidden parts of the sales process, in particular the stewardship, fulfillment and packaging areas. This new report provides actionable insights that will allow us to improve our process as well as monitor the changes of our performance in multiple operational areas over time.”

– Steven Takeuchi, Head of Sales Operations, Hulu

The new Digital Campaign Management System Report from Advertiser Perceptions, pinpoints the most important criteria for driving satisfaction at each interval throughout a campaign. It also provides media brands with the insight they require for improving their performance at each phase of the campaign in comparison to more than 50 digital media brands. Some of the highlights from the new Digital Campaign Management System Report include:

  • What is most important to digital advertisers in each phase of a campaign – RFP Process, Proposal Delivery and Review, Negotiating, Campaign Implementation and Optimization, and Post-Campaign Analysis?
  • Who are the digital Media Brand leaders in each of these campaign phases?
  • Is my media company doing a good job servicing large digital campaigns?
  • What parts of the entire process can we improve upon?
  • Where does management need to allocate more resources?

Brands Measured in the DCMS Report

  • ABC Entertainment
  • ABC Local Digital
  • ABC News
  • AOL (including Huff Po, AOL premium display, AOL programmatic)
  • Apple iAd
  • AppNexus
  • Business Insider
  • BuzzFeed
  • CBS Enertainment
  • CBS Local Digital
  • CBS Sports
  • CNET
  • CNN/CNN Money
  • Collective
  • Condé Nast Digital
  • Discovery
  • ESPN
  • Facebook
  • Foursquare
  • Fox Entertainment
  • Fox Local Digital
  • Fox News
  • Fox Sports
  • Google (including AdMob, GDN, YouTube)
  • Hearst Digital
  • Hulu
  • Instagram
  • LinkedIn
  • Meredith Digital (,,
  • Microsoft (Skype, Xbox, MSN, Bing)
  • Millennial Media
  • NBC Entertainment
  • NBC Local Digital
  • NBC News
  • NBC Sports
  • Pandora
  • Pinterest
  • Scripps Digital (including Home, Food, Travel)
  • Specific Media
  • Spotify
  • Tegna (new Gannett Digital)
  • Time Inc. Digital
  • Tremor Video
  • TubeMogul
  • Turn
  • Turner Entertainment
  • Turner Sports
  • Twitter
  • Undertone
  • USA sites
  • Vevo
  • Viacom Entertainment (including MTV, VH1, Comedy Central, Spike)
  • Viacom Kids (including Nick, Nick JR, Nick@Nite, Nicktoons, CMT and TV Land)
  • Videology
  • Washington Post
  • Yahoo (including BrightRoll, Tumblr)
  • YuMe


Advertisers Commit More Dollars to Chasing Millennials on Mobile Devices

Advertisers agree that mobile advertising enables them to more effectively reach and engage key audiences.

NEW YORK – January 2016 – According to a new Mobile Advertising Report from Advertiser Perceptions, spending optimism for mobile in the next 12 months remains high, with an anticipated increase in mobile video budgets, while mobile display allocations will decrease. The top reasons Advertisers cited for utilizing mobile advertising include connecting with customers, driving engagement, and building brand awareness. The new report also indicates that the use of native advertising on mobile is on the rise, and video and native are considered the most important mobile ad formats when looking ahead.

Targeting opportunities via mobile are evident with the relentless pursuit of Millennials by advertisers. Click on the graphic below to see a detailed excerpt from our new Mobile Advertising Report, illustrating the gap between consumer spending by Millennials, and the advertising dollars spent to reach them.

Mobile Spend vs. Millennials Allocation SMALL JPEG

Click on this graphic to see an important excerpt from the new Mobile Advertising Report.

Brands Measured in the Mobile Advertising Report

  • ABC
  • About
  • AdMob
  • Amazon (Amazon Media Group)
  • AOL
  • Apple iAd
  • Apple Streaming Music
  • Bloomberg Business
  • BrightRoll
  • BuzzFeed
  • CBS
  • CNET
  • CNN
  • CNN Money
  • Collective
  • Conversant
  • Cumulus
  • eBay
  • Engadget
  • ESPN
  • Facebook
  • Food Network
  • Foursquare
  • Fox News
  • FoxSports
  • Google Search
  • HGTV
  • Huffington Post
  • Hulu
  • iHeartRadio
  • Instagram
  • Kargo
  • LinkedIn
  • Martha Stewart
  • Meredith Digital
  • Millennial Media
  • Mode Media
  • MoPub
  • MovieFone
  • MSN
  • NBC
  • NBC Sports
  • NYTimes
  • Pandora
  • People
  • Pinterest
  • Skype
  • Snapchat
  • Specific Media
  • Spotify
  • Time Inc.
  • Tremor Video
  • Tribal Fusion
  • Tumblr
  • Twitter
  • Undertone
  • Vice
  • Vox
  • Washington Post
  • WebMD
  • Windows 8
  • WSJ
  • Yahoo
  • Yahoo/Bing Network (Bing Ads)
  • Yelp
  • YouTube
  • YuMe

Additional report findings are available to the press by contacting Frank Papsadore, Vice President, Marketing, at 508-888-1208 or

Google, Food Network, Travel+Leisure and Univision  Recognized as Leaders in Delivering Advertiser Experience

Latest Advertiser Experience Index (AXi) Results Identify Leading Media Brands

NEW YORK (September 29, 2015) – Advertiser Perceptions (, the leader in research-based advertiser insights, today released its first Advertiser Experience Index (AXi) rankings, which show that Google (digital), Food Network (television), Travel+Leisure (print) and Univision (audio) rank highest by medium in Advertiser Experience among hundreds of media brands measured.

The Advertiser Experience Index (AXi) is based on the opinions of thousands of leading advertisers (as measured in the Advertiser Intelligence Reports every six months) about their experiences with more than 400 different media brands. More than 30 criteria altogether goes into determining AXi resulting in answers to the following questions…

  • Brand: Does the media product meet advertiser needs and expectations?
  • Marketing: Are the media brand’s advertisers and prospects well informed?
  • Selling: Is doing business with the media brand easy and effective?
  • Satisfaction: Are clients satisfied with the media brand and would they recommend its advertising to others?

More information regarding Advertiser Experience and the Advertiser Experience Index can be viewed here…

“Through more than a decade of research, analysis and client work, plus an abundance of common sense, we’ve found that improving advertiser experience nearly always leads to improving buying intentions. 
So it’s in media executives’ best interests to monitor and regularly evaluate and improve the perceptions that advertisers have of their media brands in comparison to the competition and over time,” said Ken Pearl, CEO at Advertiser Perceptions.  “We created the AXi as a way for media company CEOs to gain a very clear understanding of where their media brand advertiser experiences stand.”

Among more than 400 media brands measured, the following are the top five AXi ranked (in order) for digital, television, print and audio.

Digital (150+ media brands measured)

  1. Google
  2. ESPN
  3. Amazon Media
  4. Hulu
  5. NFL and Pandora (tie)

Television (125+ media brands measured)

  1. Food Network
  2. ABC
  3. ESPN
  4. NBC
  5. HGTV

Print (130+ media brands measured)

  1. Travel+Leisure
  2. Food Network Magazine
  3. The New York Times
  4. People
  5. Conde Nast Traveler

Audio (20+ media brands measured)

  1. Univision
  2. Pandora
  3. iHeart Radio
  4. Westwood One
  5. Cox Media

Advertisers Optimistic About Spending in the Next 12 Months

Digital Media and Mobile Advertising Lead the Way

NEW YORK – August 13, 2015 – More advertisers overall are planning to increase than decrease their advertising in the next 12 months.  That’s according to the Advertiser Intelligence Reports (AIR) Wave 22, which confirms that advertiser optimism is primarily being driven by mobile and all forms of digital media including social, video and programmatic advertising. Advertiser optimism for television in general is quite a bit lower, with more advertisers and their agencies choosing to maintain as opposed to increasing their ad spending in the coming year.  Advertisers are more bullish toward cable television than they are toward broadcast.  And while improving, advertisers remain pessimistic about ad spending with radio, magazines and newspapers, with more planning to decrease than increase their ad spend with those media over the next 12 months.

The AIR Advertiser Optimism Index reflects the advertising spending plans of media decision makers, agencies and marketers, representing the largest advertisers in the United States. It is derived from an essential question: In the next 12 months, do you plan to increase, decrease, or maintain your advertising expenditures?  The percent planning to increase minus the percent planning to decrease represents the measure of optimism.

Advertiser optimism varies by medium. However, most media have shown improvement, with advertisers possessing the greatest optimism for advertising with mobile, digital, and cable-television media.  Advertisers showed moderate optimism for broadcast, while sentiment toward radio, newspapers and magazines remain largely pessimistic.

A preponderance of advertisers across every major advertising category anticipate increasing their overall ad spending in the next 12 months. Based on this wave of AIR, Advertiser Perceptions anticipates that the most optimistic advertisers will be those representing alcoholic beverages, entertainment, retail, technology, travel and telecommunications ad categories.

Optimism is High for Many, but Not all Media Formats

In this Wave of AIR, fifty-five percent of advertisers expect to increase their spending in digital media over the next 12 months (up from 48% in the previous wave) and 53% expect to spend more in mobile in the next 12 months (up from 48%). While on the rise, advertisers are pessimistic about national newspapers and magazines– with more planning to decrease, than increase spending over the next 12 months.

AIR W22 Optimism By Medium

Optimism in Every Digital Format is Surging

In the digital arena, which includes mobile, advertisers are optimistic about every format. Social media is where optimism is greatest (50% expect to spend more), Video sites, ad networks, publishers (content), programmatic and portals are all showing growth in comparison to the prior wave.

AIR W22 Optimism By Digital Medium

Advertiser Optimism by Ad Category

Across all 16 major advertising categories measured by AIR, digital video and mobile shows the highest spending optimism across media buying respondents, followed by digital search and display. In the mobile space, retail advertisers are the most optimistic, Alcoholic beverages and entertainment advertisers index the highest for digital video.

AIR W22 Optimism By Category

Additional report findings are available to the press by contacting Frank Papsadore, Vice President, Marketing, at 508-888-1208 or





As the Media Industry Continues Heavy Shift to Programmatic Buying, Disconnects Grow Between Buyers and Sellers, Agencies and Marketers

But for all, transparency to maintain brand safety and audience quality remains top priority.

NEW YORK – May 5, 2015 – The media community is allocating more budgets and more inventory to programmatic buying, according to Wave Three of the new Programmatic Advertising Report released by Advertiser Perceptions. And while buyers are focusing their efforts on better performance and a stronger ROI, sellers are looking for easier to use products, improved audiences and more premium inventory.

With headlines continuing to focus on the issue of digital advertising transparency as a backdrop, the study shows there is a growing disconnect between Agencies and Marketers. The majority of Marketers (59%) are planning to move their programmatic buying in-house, yet 61% of Agencies do not believe this will happen. The disconnect extends to Buyers and Sellers… Buyers anticipate their programmatic media spend will grow 21% in 2015 to account for nearly half of their total digital ad budgets, while Sellers don’t expect programmatic inventory to grow substantially.

More Programmatic Spending on the Horizon

What will unleash more dollars in programmatic? Four out of 10 programmatic advertisers see a need to demonstrate better ROI while three in 10 cite the need for greater transparency in ad placement and the related need for assurance that their ad is in a brand-safe environment

Allocation of Digital Advertising – Traditional Versus Programmatic 2 JPEG
The shift from traditional to programmatic trading continues. Buyers will rely less on traditional buying in 2015.


Transparency and Viewability Remain Critical to Acceptance and Commitment

Recent negative press around viewability issues is having a major impact on commitment to programmatic for Buyers and Sellers alike. Half of those already spending in programmatic say that the press stories “strongly impact” their commitment. Transparency is cited over and over as single most important quality in a successful partnership.

Impact of Inventory Quality and Viewability on Programmatic Commitment
The entire media community is concerned about “quality” and “viewing” issues.


Education and Guidance for Advertisers is Needed
The programmatic marketplace is filled with jargon and nomenclature confusion. Among even advanced programmatic marketers the report states that the way that the marketplace categorizes companies — ad exchanges, agency trading desks, DSPs, SSPs, DMPs, etc. — are not well understood.

Additional report findings are available to the press by contacting

Frank Papsadore, Vice President, Marketing, at 508-888-1208 or


About the Programmatic Advertising Report, Wave Three
The digital advertising ecosystem continues to fragment as innovative technology firms find new ways to create and add value. Each company and innovation that is developed adds another layer of complexity and with it another potential point of confusion for marketers, their agencies and publishers alike. The Programmatic Advertising Report helps media brand executives make sense of what agencies and their clients think of programmatic advertising and the Ad Exchanges, DSPs, Trading Desks, DMPs, and SSPs that conduct business in this arena.




Advertisers Move Quickly Toward TV and Digital Video Hybrid Solution to Achieve Their Media Strategy Objectives

Nearly 80% of Advertisers say they pursue multi-platform solutions seeking balance between traditional TV and  digital video offerings.

NEW YORK – February 25, 2015 – More advertisers are pursuing multi-platform solutions in the next 12 months, according to the new Video Advertising Report released by Advertiser Perceptions. Nearly 8 in 10 advertisers agree that they cannot have tunnel vision when it comes to media decisions.  The need to expand focus beyond their primary media silos — TV and Digital — is being recognized. The combination of assets delivered by a digital/ mobile campaign plus the reach that broadcast and cable TV add provides the balance now required by most media decision makers.

Video Multi Platform Chart JPEG


Allocation of Digital Video Advertising to Mobile is Increasing Rapidly

A larger piece of digital video advertising budgets are moving from the desktop to mobile platforms. More than one-third of digital video ad budgets are being spent on mobile. That’s up from 19% a year ago. And the number of advertisers increasing their digital video mobile spend is up, as well. Growing from less than half to nearly 60% over the past year.

Video Report Mobile Allocations JPEG

Additional report findings are available to the press by contacting Frank Papsadore, Vice President, Marketing, at 508-888-1208 or

About the Video Advertising Report, Wave Three

The Video Advertising Report (formerly Video Advertising Convergence Report) looks at how advertisers are dealing with the convergence of television and digital video advertising. The report measures the significant changes in media buying, and where the industry is heading in the next 12 months.

9 January 2015 - 19:36, by , in AP Blog, No comments
“You’ve got to start with the customer experience and work back… not the other way around.” — Steve Jobs Advertisers have more than a myriad of advertising choices. Television, OTT, Advanced TV, cable, broadcast, digital, social, programmatic, native, out of home, magazines, newspapers, terrestrial radio… It’s simple math for media companies – more competitors mean...
4 November 2014 - 22:04, by , in AP Blog, No comments
NEW YORK – November 4, 2014 – According to the new Native Advertising and Content Report from Advertiser Perceptions, optimism is very high for Native Advertising spending over the next 12 months. More than half (58%) of all survey respondents say they will increase spending, with agencies (62%) slightly more optimistic than marketers (51%). A...
15 October 2014 - 22:09, by , in AP Blog, No comments
NEW YORK – October 15, 2014 – Advertisers are planning to increase their Mobile Advertising Spend in the coming 12 months, according to a new Mobile Advertising Report released by Advertiser Perceptions. The biggest single source of additional dollars will come from print budgets — cited by 41% of respondents — followed by an overall...
27 February 2014 - 22:10, by , in AP Blog, No comments
After Two Years of Essentially Flat Overall Optimism, Agencies and Marketers Plan Greater Spending Increases in the First Half of 2014. NEW YORK – February 27, 2014 – AIR Wave 20 shows a strong uptick in advertiser optimism for the first six months of the year, the biggest such move since Spring of 2011. Following...