Ad Agency Streaming Media Awareness Study

1
Ad Agency Streaming Media Awareness Study

• Commissioned by MeasureCast, Inc.
• Prepared by The Yankee Group
• January, 2001

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Streaming Media is on The Advertising Agency
Agenda

• 99 percent of respondents are familiar with
  streaming media, and consider it a viable
  advertising medium
• Respondents consider streaming media an effective
  branding and direct response medium
• Clients who have already purchased streaming
  media ads are likely to buy them again
• 61 percent of all respondents have recommended
  streaming media advertising in the past 12 months
• 55 percent of respondents have purchased
  streaming media in the past year
• 65 percent of all respondent agencies are likely
  to recommend streaming media advertising to
  clients in the next 12 months

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Streaming Media is on The Advertising Agency
Agenda

• 47 percent say clients who have not previously
  invested in streaming media ads will allocate
  dollars to medium during the next 12 months
• 91 percent of responding agencies that have
  purchased streaming media expect to spend more on
  streaming advertising in the next 12 months
• Audience targeting criteria are critical to the
  media planning process
• The main obstacle to greater adoption of
  streaming ads client perception that the cost of
  streaming ads is high
• Agencies dont recommend streaming media
  advertising to their clients based on their
  perceptions that the audience doesnt have access
  to the required technology

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Recommendations for Agencies

• Educate clients on benefits of streaming
  advertising
• Take advantage of new medium to meet client needs
• Branding
• Direct response
• Opportunity/visibility for industry leadership
  exists today

5
Background

• About MeasureCast, Inc.
• MeasureCast is the first company to provide
  Internet broadcasters, advertisers, and media
  buyers with accurate, next-day reports on
  streaming audience size and demographics --
  information essential to making educated online
  advertising placement and analysis.
• About The Yankee Group
• Established in 1970, The Yankee Group is an
  internationally recognized leader in technology
  research and strategic consulting, whose
  broad-reaching analysis encompasses all areas
  essential to e-business success the Internet,
  electronic commerce, communications,
  wireless/mobile, computing, and enterprise
  applications. The Yankee Group continues to
  distinguish itself by providing comprehensive
  research, electronic content delivery, and the
  industry's only personalized one-to-one approach
  for client inquiry. With headquarters in Boston,
  Yankees research and sales staffs are
  internationally placed with offices located in
  North America, Europe, Latin America, and
  Asia-Pacific.