The Myers Report continues to provide invaluable insights into the advertising and media landscape, delivering data-driven evaluations to inform advertisers, agencies, and industry stakeholders. This latest analysis focuses on seven leading digital/social media companies -- Meta, Pinterest, Reddit, Snapchat, TikTok, X (formerly Twitter), and YouTube. The survey, conducted in October 2024, assessed these companies based on seven key measurement categories critical to evaluating their value, client service, and sales organization performance.
The findings offer actionable insights for advertisers and agencies seeking to optimize their investments and partnerships. Furthermore, this report highlights key performance indicators that industry leaders and Wall Street analysts can leverage to understand market dynamics and investment potential in the evolving digital/social media landscape.
The Myers Report analyses on additional media companies are available at www.myersreports.com. The full The Myers Report survey assessed perceptions of 50 media companies across several categories. Subscribers to The Myers Report receive proprietary presentations. Scroll down for methodology and details.
Key Measurement Categories
- Meets or Exceeds Cost Efficiency Goals: Evaluates the ability of companies to deliver advertising solutions that maximize value for the investment.
- Delivers Large Audience Reach: Measures the capacity to connect advertisers with broad, scalable audiences.
- Delivers Access to Targeted Audiences: Assesses precision in reaching specific demographics or niche markets.
- Is Brand Safe: Captures the ability to provide a secure environment for advertisers, protecting brand reputation.
- Offers Sponsorships and/or Creative Opportunities: Reflects the availability and effectiveness of unique sponsorship and creative options.
- Effectively Communicates Its Value: Measures how well companies articulate their offerings’ ROI and strategic value.
- Delivers Attentive Sales Organization Support and Service: Focuses on the responsiveness and client service quality of sales teams.
Company-Specific Analysis
Meta
Meta leads in cost efficiency (132, rank 1) and demonstrates strong performance in audience reach (135, rank 2) and targeted audience access (116, rank 2). It also scores well in brand safety (119, rank 3). However, its weaknesses include sponsorship/creative opportunities (71, rank 6) and sales organization attentiveness (94, rank 6). Meta's dominant position in audience scalability and efficiency makes it a powerful player, but its perceived lack of responsiveness in sales and creativity could limit its appeal to advertisers seeking personalized partnerships.
Pinterest
Pinterest surprises with the highest score in sales organization attentiveness (123, rank 1), reflecting a strong focus on client relationships and service. It also leads in brand safety (157, rank 1), indicating trustworthiness as a platform. However, it struggles in cost efficiency (79, rank 6) and audience reach (61, rank 6), which may hinder its ability to attract larger-scale campaigns. Among the seven digital/social platforms, Pinterest ranks third (index 114) for sponsorships and creative opportunities behind only Snapchat and TikTok. Pinterest’s appeal lies in its niche targeting and attentive service, ideal for advertisers seeking curated campaigns in a safe environment.
Reddit
Reddit performs moderately in targeted audience access (88, rank 4) but lags significantly in brand safety (66, rank 6) and value communication (95, rank 6). Its strength lies in engaging niche, highly active communities, but advertisers may hesitate due to concerns about content safety. To grow, Reddit must invest in improving brand safety perceptions and better articulating its unique value proposition.
Snapchat
Snapchat ranks well in sponsorship/creative opportunities (120, rank 1) and audience targeting (89, rank 4), appealing to advertisers focused on creative storytelling. However, its performance in cost efficiency (86, rank 4) and sales organization attentiveness (107, rank 3) highlights areas for improvement. Snapchat’s ability to offer innovative ad formats is an advantage, but greater efficiency and service quality are needed to compete with larger platforms.
TikTok
TikTok demonstrates strong performance in sponsorships (118, rank 2) and audience reach (117, rank 3), showcasing its dominance in engaging younger audiences. It also ranks well in sales attentiveness (101, rank 5). However, its relatively lower scores in brand safety (82, rank 5) suggest room to enhance advertiser trust. TikTok’s rapid growth and creative offerings make it a top contender, but it must prioritize safety and service to solidify its position.
X (formerly Twitter)
X ranks lowest across almost all categories, including cost efficiency (42, rank 7) and audience reach (51, rank 7). Its limited performance in sponsorship opportunities (54, rank 7) and sales attentiveness (51, rank 7) highlight significant challenges. The October 2024 survey underscores X’s struggle to recover advertiser trust and scale. Addressing these issues will be crucial for its turnaround.
YouTube
YouTube ranks first overall, excelling in audience reach (136, rank 1), sponsorship opportunities (120, rank 1), and brand safety (119, rank 3). Its high scores in cost efficiency (131, rank 2) and sales attentiveness (101, rank 4) underscore its well-rounded leadership. YouTube’s dominance reflects its ability to combine scale, creativity, and safety, making it a preferred platform for advertisers seeking comprehensive solutions.
Measurement Category Insights
Cost Efficiency
Meta (132) and YouTube (131) outperform competitors, delivering high value for investment. Pinterest (79) and X (42) fall significantly below the average, highlighting opportunities for improvement.
Audience Reach
YouTube (136) and Meta (135) excel, showcasing their scale and engagement. Pinterest (61) and X (51) trail far behind, reflecting limited scalability.
Targeted Audience Access
YouTube (128) and Meta (116) lead in precision targeting, while TikTok (99), Reddit (88) and Pinterest (98) lag slightly behind. X (49) shows significant room for improvement.
Brand Safety
Pinterest (157) stands out as the safest platform, followed by YouTube (119) and Meta (119). Reddit (66) and X (39) face major challenges in ensuring a secure environment for advertisers.
Sponsorship/Creative Opportunities
Snapchat (120), TikTok (118), and Pinterest (114) lead in creative solutions. Meta (71) and X (54) struggle to offer innovative opportunities for advertisers.
Effectively Communicate Value
YouTube (120), TikTok (111), Pinterest (106), and Snapchat (100) perform well in articulating value, while Reddit (95) requires improvement and X (42) falls well behind its competitors in a challenged political communications environment.
Sales Organization Attentiveness and Service
Pinterest (123) surprises as the leader in sales support, followed by Reddit (115), Snapchat (107), TikTok (101), and YouTube (101). Meta indexes at 94 and X (51) must address obvious weaknesses in client engagement.
Conclusion
The Myers Report underscores YouTube’s dominance as a balanced leader across all key metrics, offering unparalleled reach, creativity, and safety. Meta excels in cost efficiency and audience scalability but must improve sales attentiveness and creative opportunities. Pinterest’s standout sales support, creative opportunities, and brand safety highlight its niche strength, though it struggles with scale and cost efficiency. Reddit, Snapchat, and TikTok each show unique strengths and positive momentum. X faces the most significant challenges, underscoring the need for strategic reinvention, which may be empowered by the updated political environment since this study was fielded in October 2024
These findings provide actionable insights for advertisers and agencies, guiding investment, and partnership decisions. Additionally, this report creates a foundation for further collaboration with The Myers Report, offering deeper data insights to industry leaders and Wall Street analysts monitoring the evolving performance of digital and social media platforms.
This analysis not only informs but also encourages engagement with The Myers Report for enhanced strategic insights.
Introduction to The Myers Report Survey
The 2024 Survey of Advertiser and Agency Planners, Buyers, and Influencers, conducted by The Myers Report, serves as a vital benchmarking tool for evaluating the perceptions of media companies and their sales organizations. This comprehensive survey provides actionable insights into how leading advertising-supported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners.
Introduction to The Myers Report Survey and Methodology
The 2024 Survey of Advertiser and Agency Planners, Buyers, and Influencers, conducted by The Myers Report, serves as a vital benchmarking tool for evaluating the perceptions of media companies and their sales organizations. This comprehensive survey provides actionable insights into how leading advertising-supported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners. Visit www.MyersReports.com for additional reports and company analyses.
Purpose of the Survey
The Myers Report survey aims to:
- Assess Media Company Value: Evaluate how well media organizations align with advertiser and agency priorities, including cost efficiency, audience targeting, brand safety, and overall value.
- Benchmark Sales Organization Performance: Highlight how effectively media companies' sales teams deliver client service, communicate value, and support advertisers' needs.
- Inform Strategic Decision-Making: Provide advertisers and agencies with data-driven insights to optimize media planning and buying decisions.
Promote Industry Excellence: Highlight high-performing organizations, setting benchmarks for best practices and excellence in the rapidly evolving advertising landscape.
Survey Scope and Methodology
The Myers Report survey represents input from 550 respondents in October 2024, including advertisers, planners, buyers, and influencers, and was conducted in collaboration with the Association of National Advertisers (ANA), the 4A’s, and leading media agencies. The study focuses on 50 media companies including 13 broadcast and cable media companies, 16 advertising-supported streaming video platforms,seven digital/social platforms, four out-of-home media sellers, and five MVPD distributors. evaluating their performance across seven key categories, including cost efficiency, audience reach, brand safety, and client service.
Role of The Myers Report
For over three decades, The Myers Report has been a trusted source of intelligence for the advertising and media industry, delivering in-depth research and insights. This survey is an extension of that legacy, providing advertisers and media professionals with a clear understanding of competitive performance and opportunities for collaboration and growth.
Through its findings, The Myers Report empowers decision-makers with the knowledge to navigate the dynamic media ecosystem and drive greater value in their partnerships with media companies. For more information contact jack@mediavillage.org.