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‘Rate Deals’ Beat ‘Results’ in Media Buys

30 Oct, 2013 By: Doug McPherson

NEW YORK – Ad execs say “aggressive rate deals” are more important than “results” from media suppliers. That finding, from a survey of marketers and agency execs by Advertiser Perceptions Inc. on their perceptions of media companies, shows the importance of “ad results” has quickly fallen over the past year – especially among marketers, reports Joe Mandese of MediaPost News.

Only 72 percent of marketers versus 76 percent of agency executives surveyed cited the importance of "ad results." That’s down dramatically from a year ago, when 85 percent of ad execs cited that criterion, which has long been No. 1 of the 15 factors API tracks for influencing media buys.

While most other factors stayed stable, the importance of “integrated media buys” and “multimedia” packages showed significant upticks, jumping four percentage points and three percentage points, respectively, during the past year.

The findings come from online surveys with more than 1,397 marketers and agency execs involved in media brand selection decisions.

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