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Advertiser Perceptions is the global leader in research-based business intelligence for the advertising, marketing, and ad technology industries. Our expert staff delivers an unbiased, research-based view of the advertising market with analysis and solutions tailored to your specific KPIs and business objectives. These insights provide you with the confidence to make the very best organizational, sales, and / or marketing decisions, driving greater revenue and increased client satisfaction.
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By leveraging our ongoing research and trend analysis – and combining the science of data-driven insights with expert guidance and direction – we help clients plan effectively for the future. We uncover up-to-the-minute media buyer perceptions, habits, and trends – analyze it, process it, and put it into words that are compatible with a client’s vocabulary. We then apply the results to an actionable plan that helps drive continuous revenue improvement and organizational efficiency.
“Advertiser Perceptions has offered us the ability to get some real feedback and insights through an impartial third party source. Direct one-to-one feedback is always valuable. But getting that kind of feedback is not always easy or practical or always objective. The Advertiser Perceptions reports give us actionable insights to act on to improve our customer service and to offer more value to our agency and client partners.”
Mel Berning, President, A&E Television Networks
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The main goal of our research and reporting is to instill the confidence to make better decisions – driving greater revenue and improved client satisfaction. Our quantitative and qualitative research is designed to help solve your most pressing business problems by frequently delivering actionable insights and helping implement tangible recommendations from our respected roster of Ad Industry Experts.
The benefits to working with Advertiser Perceptions include:
Our Studies Reflect the Way Advertising is Actually Bought and Sold
- Conversations with agencies and marketers about the process of buying media inform the creation of our research strategies. Surveys mimic the ad buying/RFP process and in turn, the insights derived better inform our clients.
Our Research Focuses Only On The Buyers That Matter To Your Business
- We speak with exactly the buyers you want to hear from – providing insights with a greater level of nuance and detail.
Our Thorough Evaluations Pit Your Brand Against a True Competitive Set
- Monitoring the Duopoly/Triopoly is extremely important but not every brand directly competes with these brands for media dollars.
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We help advertising, marketing and ad technology clients differentiate their services and align their messaging in a crowded marketplace. Our ad industry experts interpret market perceptions of a brand and provide guidance to create a unique and compelling market position. We assist legacy media clients with adjusting their sales and marketing approach to remain competitive with emerging tech and data driven providers. And we work with ad tech companies to assess their services, uncover issues like advertiser usability, and measurement efficiencies.
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Clients need context regarding what matters to customers and why – so they can deliver a solution that the advertiser ecosystem cares about. We provide an ongoing, seamless, partnership with clients driving an ongoing illumination of the marketplace. Our solutions are curated and customized for each constituency within a client’s organization – making certain that we’re providing information, insights, and analysis that addresses their specific needs.
While TV continues to be one of the best reach vehicles for advertisers, we’ve found that since 2010 the linear TV audience has drifted to other viewing experiences. Some of these media properties give advertisers a place to promote effectively, but others don’t – and in many cases, execution is significantly different from traditional 30-second spots. So advertisers who in the past have built their media plans around TV’s big buys – to reach the biggest audience possible – are finding they now have to supplement those buys with alternative video vehicles.
All of this is creating a moment for media sellers who are willing to put some time into educating their clients on the myriad of video advertising opportunities paired with the content providers consumers are using. Because the first thing we can agree on is that the opportunities are vast but complicated – and confusing to someone who doesn’t spend all of their time paying attention to this ever-evolving space. If an advertiser starts exploring vMVPDs, SVOD, AVOD and even DSPs – what’s it all mean, and how do they know if they’re reaching the audience they wants?
Here’s how a proactive media seller might approach video advertising for their advertisers:
- Understand the old landscape your advertiser is used to. What was their TV buy – who did it target, how much, when, what types of programming, and other trends. And did that accomplish their goals?
- Help them get to know the new video ecosystem. Help them understand where your company’s content can be found and how you can help them target audiences and build incremental reach within your owned and operated environments. And personalize them for your advertiser, based on how they approached linear TV.
- Work across the video ecosystem to put together a plan that meets your advertisers’ needs from a targeting standpoint. This is where things get more complicated, but patchwork quilts can be both beautiful and functional. Just like your media plan that dives across the entire video ecosystem.
Finally, have a plan for metric reporting. Since their buy is across different platforms, the data will be in different formats and will reveal different truths. Find a way to consolidate this for your client so you can remove doubt and concern about consistency. They’re going to do their due diligence on your reporting so be transparent on your methodology.
Video advertising is a moving target that’s also on fire. We’re keeping our finger on the pulse of this channel with our latest annual Video Report – AVAILABLE NOW.
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We invite you to contact us to see how we can help you evaluate the status and health of your brand. Or for more information about our reports and services, please contact us at 212-626-6683 or [email protected]