Google vs. Microsoft: Is There a Battle Brewing?

While Facebook and AOL are positioned to be the primary beneficiaries of a competitive shift to Google see last week39s TomorrowToday report one senior media agency executive suggested a more likely inheritor would be Microsoft which is better positioned to provide the enhanced backroom services and support Google currently provides to several agencies If this assessment is even marginally realistic what are the current marketplace perceptions of both companies and can Microsoft position itself to capitalize on any fallout as agencies and marketers seek new partners during the 30 billion media agency review processThere are two primary groups who factor in this consideration clients themselves and digital media planning and buying executives at media agencies Here39s how they compare the services and support of the two companies based on percentage of MyersBizNet Survey respondents rating each as market leaders or market achievers 45 on a five point scale in six evaluation categories Responses are limited to those among 360 survey respondents who have business relationships with each company Ranking is among 36 surveyed companiesamp160MyersBizNet TomorrowTodayamp160Survey of 360 AdvertiserAgency Perceptions of 36 Digital Sales Organizationsamp160amp160amp160amp160amp160Category Top Two Box Ratingamp160amp160DigitalOnly BuyerPlannerAdvertiser Clientamp160 45Rank 45RankQUALITY SALES TEAM ampamp CUSTOMER SUPPORTamp160amp160amp160amp160GOOGLEYOUTUBE733743MICROSOFT3632548amp160amp160amp160amp160amp160QUALITY OF CONTENT JUSTIFIES PREMIUM PRICINGamp160amp160amp160amp160GOOGLEYOUTUBE6016582MICROSOFT4226546amp160amp160amp160amp160amp160PROVIDES INOVATIVE AND CREATIVE OPPORTUNITIESamp160amp160amp160amp160GOOGLEYOUTUBE636574MICROSOFT4423546amp160amp160amp160amp160amp160ASSURES ADVERTISERS SAFE AND LOW FRAUD ENVIRONMENTamp160amp160amp160amp160GOOGLEYOUTUBE56174514MICROSOFT6014508tieamp160amp160amp160amp160amp160PROVIDES ADVANCED RESEARCH AND MARKET INSIGHTSamp160amp160amp160amp160GOOGLEYOUTUBE741761MICROSOFT40162923amp160amp160amp160amp160amp160SUPPORTS PROGRAMMATIC AND AUTOMATRED INVESTMENTSamp160amp160amp160amp160GOOGLEYOUTUBE812635MICROSOFT46123815Source MyersBizNet 2015 Survey of Advertising Executivesamp160amp160amp160amp160Rank among 36 organizations based on respondents who have a relationship with the organizationamp160amp160amp160amp160amp160There are two primary observationsMicrosoft has focused its sales efforts directly on clients but appears to be either bypassing agency executives or doing a competitively weak job among themAmong clients Microsoft39s sales organization is competitive with Google but in the backroom assets of research and programmatic where the competitive opportunity would be most opportunistic Google has overwhelming industry dominanceA third insight is that the GoogleYouTube combination is recognized as a market leader among client executives for quality of content justifying premium pricing surpassed only by Hulu But among digital agency executives while GoogleYouTube39s top twobox ratings remain high 15 competitors are more highly rated Among buyers and planners with digital and TV responsibility GoogleYouTube ranks 13th and Microsoft 21stWe have no insight into Microsoft39s or Google39s market strategies but it39s clear Google has achieved a dominant market position with both marketers and agencies Whatever the outcome of the 30 billion in media agency reviews Google39s role remains dominant while Microsoft needs to address weaknesses in the agency community

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Google vs. Microsoft: Is There a Battle Brewing?

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Google vs. Microsoft: Is There a Battle Brewing?

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