PERFECTLY CROMULENT
Michael Capretta dives in on the fact that the survey responses show a present and alert community aware of the issues they face. The hope is that the positive sheen to the collective mindset forecasts a possible steadying ahead.
The fact that most respondents feel the organization is either very supportive or mostly supportive probably does surprise me a little bit. And the fact that there’s more support now than three years ago- considering the general disruption in our media industry- is surprising and hopefully, positive. Research is not a revenue generator. Which puts the discipline in the bucket of potential cuts along with other supportive functions within the company. I find it to be good news that research is still valued even when companies are trying to do more with less.
“Research is still valued even when we’re all trying to do more with less. It’s a very uncertain time. So the data is more important than ever and it’s changing so quickly.” It’s a very uncertain time. So the data is more important than ever and it’s changing so quickly. With 87% of respondents saying that independent measurement and attribution is critical to understanding the value of advertising- you could almost call that unanimous. And with the other 13% saying it’s at least somewhat important- it is unanimous. Everybody wants it to improve and it is on everyone’s list of things they need to solve. The responses around economic outlook seem to indicate that- as an industry- we might have hit the bottom already. Perhaps we have the potential for a bit of a bounce back in the second half of the year in media and the advertising economy. Regarding budget , hard decisions are being made on what you’re saying no to and what parts of the business you’re letting go.
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