Is Facebook Losing Its Mojo Among Agency Execs – Especially Females? Survey Says Yes!

amp160A more thorough exploration of the data uncovers the differentiated priorities apparently assigned to specific Facebook sales organization levels from AE to CRO A case in point is the clear separation of perceptions of Facebook as a trusted and reliable partner Facebook is ranked 62nd among 72 media sales organizations by agency professionals but jumps to 7th among advertiser respondents The advertiser base reflected a cross section of top 200 national and regional advertisers Similarly male respondents ranked Facebook 39th for trusted partner compared to 55th ranking among females Facebook ranks 29th for trust among those in the business 15 years but drops to 54th among younger teams in the business one to 14 yearsIn an unusual research twist The Myers Report asked respondents to identify the seniority of their primary contact person at each sales organization with which they39re in a business relationship enabling the sales organization to uncover the effectiveness of its respective teams in delivering against each of the nine organizational performance attributes measured by The Myers Report For the category Understands Objectives Facebook is ranked 9th in the industry among respondents whose primary quottouchpointquot or contact is Facebook senior managementCRO level amp160But the worm turns for Facebook among those whose primary contacts are at the more junior level They rank Facebook 54th Looking more deeply uncovers the logical connection that advertiser respondents rank FB 6th overall for understanding objectives vs agency professionals who rank FB 44th among the 72 organizations evaluated The sweet spot for Facebook39s senior management contact appears to be among the midmanagement teams at advertiser companies a group typically ignored by legacy mediaThe full report detailing the comparative performance of 72 media sales organizations is being presented to MediaVillage member companies who underwrite The Myers Report industry studies MediaVillage is an activist platform for advancing media industry growth Since 2010 alone marketing budgets have declined nearly 100 billion The Myers Report identifies strengths weaknesses obstacles and opportunities for the industry industry categories individual media companies and content brands An area requiring media company attention says The Myers Report is trade marketing and education The media and advertising industry underinvests in content marketing by an average 500 compared to other major industries as reported by trade organization sources Among the nine attributes measured by The Myers Report effective trade communications ranks last in overall positive perceptions with a median positive rating of only 39 for the 72 companies measured That has left an opening for Facebook to target brand advertiser decisionmakers and influencers targeting procurement finance inhouse agency teams in addition to aggressive engagement with senior marketing leaders through their support for several industry organizationsThe company39s Chief Revenue Officer David Fisher serves as Chairman of the Ad Council Board of Directors a highly visible influential and connected role Carolyn Everson VP Global Marketing Solutions is among the marketing community39s most visible and popular executives representing the company on several industry boards Disclosure Facebook is an underwriting member of the Advancing Diversity Council founded by MediaVillage chairman and The Myers Report publisher Facebook is not a MediaVillage member Facebook has a seat at the table amp8211 and is often at the head of the table for many major industrywide business initiatives Some of these initiatives say several media sales executives may be fundamentally at odds with Facebook39s own interests yet Facebook executives are actively engaged in the planning and implementation of those initiatives These executives question the appropriateness of Facebook39s involvement yet the company39s relationships with brand leaders and their generous support for multiple organizations seems to assure their continued leadership Arguments can reasonably be made to both defend and argue against Facebook39s leadership During the recent Jack Myers Leadership Conversation on Advanced Television a discussion on walled data gardens emphasized the importance of television industry collaboration to compete with Facebook by enabling standardized automated addressable and data driven media buying Otherwise as Comcast Advertising president Marcien Jenckes commented quotMy fear is that unless we unite we will be painted with the brush of the weakest player within TV And if that39s the case then we can all start the clock right nowquotamp160So does Facebook have a weakness to be exploited According to The Myers Report survey results the answer is yes although it39s unlikely data will be its downfall For the attribute quotThe ad sales team delivers on my expectations for data and measurementquot Facebook ranks among the industry leaders across all respondent groupsMedia company and agency leaders will be determining within the next 24months whether and how to embrace television39s vision for the addressable future that is now being scaled and evangelized For the first time since the late 1990s the enthusiasm for targeted data driven TV buying is gaining momentum around industry collaboration and consensus Agency executives according to The Myers Report survey are dissatisfied with Facebook39s support services and receptive to advocating for a shift of budgets back to a reinvented TV business If the industry can coalesce to compete effectively which is questionable based on history Facebook appears to be a vulnerable targetAmong 72 media sales organizations studied by The Myers Report Facebook receives the third most negative ratings bottom 2box on a fivepoint scale for Trust Proactivity Instilling Confidence and Overall Satisfaction This is heavily weighted by agency respondents who rank Facebook 69th and Instagram 70th for Overall Satisfaction The television industry may have an open path to collaborate with agency partners to build a competitive message focused on selling television39s competitive strengths The simple question needs to be asked and answered What do predominantly younger female media agency teams see and understand that advertisers either don39t see or don39t consider to be relevantamp8230and vice versa

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