Google splits opinion in Media Owner Report

Google has topped the list of both ‘most’ and ‘least’ liked media brands in this year’s International Media Image Survey (I-MIS) Media Owner report. The report, part of an annual study into reputations and perceptions of the international media industry compiled by BSB Media and The Vision Network in conjunction with the International Advertising Association (IAA), revealed that a number of media owners appear to be loved and hated in equal measure by those who work with them. The survey analysed 50 media and technology brands across three broad groupings based around similar offerings – cross–over media, networks, digital service providers and digital portals and social networks.

Google was both the most loved and least liked media brand in the survey, with Facebook, LinkedIn, YouTube, MSN, Twitter and BBC World News following in the most loved rankings. Notably, feelings about Google were strongest amongst advertisers, while agencies had the strongest feelings about Facebook.

The second annual I-MIS survey also reveals that 71% of advertisers now work directly with some of their media partners, underlining the importance for media companies to develop their reputation and build relationships with clients as well as their traditional partners – media agencies. However, only five media organisations emerged as having done more business with advertisers than with media owners – in particular, Google, the Economist and YouTube. Interestingly, when it comes to making deals, 74% of advertisers rank face-to-face meetings of high importance, with email and phone calls trailing at 54% and 53% respectively.

“I-MIS provides the international media industry with insight into how well the players are doing and what they can do to improve,” says Angus Grieve, Executive Director, IAA UK Chapter. “The sheer number of media brands included in the survey shows just how much the industry is expanding, but this can lead to confusion, especially among advertisers, who often aren’t entirely clear about what some of the digital companies actually do. As more advertisers now work directly with media owners, those who fail to build better brand awareness and differentiation will potentially be missing out.”

Overall, the cross-over media brands that have built their reputation in print or television – such as BBC World News, the Financial Times, the Economist and the Wall Street Journal – tend to be perceived as more professional and transparent than some of the newer digital companies. But, on the subject of creativity and availability of new products and platforms, digital service companies, social networks and portals – like Google, YouTube and Spotify – tended to perform most strongly. The bigger media and technology brands tend to have a better reputation in the broader community, but those with a smaller client base generated a highly positive response among clients and agencies.

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