147 Media Brands’ Strength, Vitality and Purpose Analyzed in New Study

Based on the new MediaVillage Media Brand Equity Survey of 1200 advertiser and agency executives the media industry is leaving behind strong relationships and positive brand equity as it places increasing dependence on data and analyticsamp160 While no one questions the importance of data to compete effectively in today39s marketplace media companies should be asking quotat what cost to our brandquotamp160Data is required for competitive applestoapples comparisons good storytelling about data content audiences and value is required to define its relevance to core constituencies of advertiser and agency decisionmakersamp160 In today39s flooded media environment it39s hard for a media brand to gain clear differentiation and relevance and even more difficult to validate brand affinity with its audience or provide assurances of ratings and revenue growth sustainability These four attributes plus brand purpose are the defining qualities of brand strength and vitalityAdvertising and media industry investments in data and analyticsamp160have grown exponentially in the past decadeamp160 Investments in building and retaining relationships and brand equity through content marketing storytelling and thought leadership have declined precipitously and the industry is paying a heavy cost that will inevitably come back to haunt itamp160 Among all major industries media and advertising ranks at or near the bottom in investments in brand building through content marketing Across all industries companies spend an average of 28 of B2B marketing budgets on content marketing storytelling and thought leadershipamp160 Category leaders invest more than 40amp160 Advertising agency and media companies spend well under 10 Investment would be an inaccurate term since ROI criteria are rarely incorporated into B2B budgets that are typically spent on outmoded trade ads conference sponsorships and boondoggle eventsSocial Media and SVOD Brands Top the Media Brand Equity ChartsMediaVillage organized the 147 media brands into 14 categories defined based on their primary distribution model content genre andor target audience focusamp160 The chart below reflects the comparative brand equity score of each category based on the composite average of media brands incorporated in each groupingamp160 The overall equity score is based on 1100 while Brand Strength Brand Vitality and Brand Purpose reflect average 110 ratingsThe five attributes used by MediaVillage to define media brand equity are defined as followsBRAND STRENGTHAFFINITY In your opinion how strong is the emotional connection between this brand and its audienceRELEVANCE In your opinion how culturally relevant is this brand in the United StatesBRAND VITALITYDIFFERENTIATION What is the magnitude of difference between this brand and its closest competitorsSUSTAINABILITY How would you rate the ability of this brand to thrive in the new media worldBRAND PURPOSE How committed is this brand to contributing to the greater good through its content andor specific social responsibility effortsSource Content Marketing Association

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147 Media Brands’ Strength, Vitality and Purpose Analyzed in New Study

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147 Media Brands’ Strength, Vitality and Purpose Analyzed in New Study

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