During mid 2011, MediaScope and Talking Media Sales launched a joint survey for

advertising buyers and advertising sellers.

Our aim was to develop a deeper understanding of each others challenges and needs.

We attracted some interesting results....

....and try to find some common ground

What makes us tick?

Advertising buyers highlighted their strongest buying triggers as:

Reach to Target Market Audited Statistics Rates & Discounts

While advertising sellers saw their strong triggers as:

Customer Service Reach to Target Market

Delivery of ‘Outside the Square’ Solutions

Advertising buyers shared their biggest day to day challenges

“Choosing between all the new ideas and options now available”

“Finding the latest information on media products”

“Receiving more details regarding the clients objectives”

“The complexity of the planning & buying process”

“Attending pointless meetings and demanding emails from ad sellers”

“I’m in information overload”http://www.flickr.com/photos/emagic/56206100/

Advertising sellers also shared their biggest day to day challenges

“Getting buyers to listen to our story”

“Media agencies who don't take the time to understand the product we are offering them - all they care about is

the unit rate”

“Setting the right price for media buyers, as we never get feedback - we don't know why they didn't go with us”

“Receiving inappropriate creative & offers leading to poor response”

“Covering and educating a broad market with a very wide range of skills sets & experience in the buyers you meet”http://www.flickr.com/photos/emagic/56206100/

Advertising buyers were asked to offer advice to the advertising sellers they work with

“Be honest in audience reach and involvement with your media”

“Understand that we're often insanely busy. Keep it simple, and remember who the client is”

“Don't stalk! If we need you, we'll call. You do not do yourself any favours in terms of relationship building by hounding!”

“Do the best thing for the client - that is the most important thing”

“Service is of importance, not only when we're buying but when we need solutions”

“Everything is great but realistically only a few advertising options are worth giving the client.”

“Most media can reach my audience - tell me why your media will be more persuasive than others”

http:/www.flickr.com/photos/94379417@N00/4808475862/

Advertising sellers also offered advice to the advertising buyers they work with

“Have a long term view on performance and ROI”

“Be creative. Make sure every media execution has every chance of success”

“Be honest in communicating results”

“Give more details regarding your clients needs and budget. It is a waste of time if media buyers don't hold any real discussions about what is required”

“Marketers should push agencies harder on strategy to create bespoke solutions, and agencies should push clients harder to test new ground and evolve”

“Return our phone calls & more open communication”

“Know what you want. Don't ask for integrated ideas and always book cheap display on reach”

Achieving balanceWhere’s the common ground?

Ad buyers want sellers to - recognise their daily time pressures - understand the clients business - provide insightful, accountable solutions Ad sellers want buyers to - recognise the value they provide - offer more client information - place more integrated, custom campaigns - provide creative for success

Overall, both buyers and sellers want to manage the planning & buying process more effectively

“It’s currently intensely inefficient for all parties”