New York, NY – Earning media is becoming harder yet more important to successful communication plans. Those were among the key findings of the Brand Video Communications Report from D S Simon Media and Talkwalker which focused on earning media, the agency/brand disconnect, using data to target outreach and the power of video.
“You need to be rethinking your approach to earning media with creative ideas, new tools and using your social channels to generate coverage,” says Doug Simon of D S Simon Media.
The study found a significant disconnect between agencies and brands. 81% of agency communicators are satisfied with their team’s ability to earn media on television for clients. In comparison, nearly two-thirds of brand communicators are frustrated with both their agency and in-house teams when it came to earning coverage on television. The report found brands insistence on overly commercial messaging is a significant roadblock.
Harder to Earn Media
The report also found 77% of agency communicators say it’s harder to earn media than it used to be. 97% of agency communicators and 80% of the in-house teams agree increasing earned media will improve ROI.
Using Data to Target Outreach
Agencies are ahead of brands when it comes to using analytics to identify pitch targets. “There is a 20-point gap between agencies using data to target outreach. This is significant because it is a sign than in-house teams are failing to capitalize on the opportunities data offers to improve targeting. With so much data and analytics now available, in-house teams need to catch up or be left behind.” says Todd Grossman of Talkwalker.
The Power of Video
The power of video is stronger than ever. Communicators overwhelmingly agreed video is effective to build brand awareness (96%), improve internal communications (73%), earn media coverage (72%), and sell products and services (62%).
“We have found earned media is your most compelling asset to increase engagement and feed your social media eco-system,” says Doug Simon. The report was compiled from more than 200 respondents.
About D S Simon Media
D S Simon Media helps organizations earn cross-platform coverage to achieve public relations and marketing goals. The firm specializes in creative video production, distribution and analytics. To achieve client goals, D S Simon Media has pioneered PRketing® Media Tours, which include reinvented Satellite Media Tours, Internet Media Tours, B-Roll, Custom Content Media Packages, Digital Press Conferences and Narrative Content. Since 1986, the firm has won more than 100 industry awards.
Talkwalker (www.talkwalker.com) is one of the world’s leading social data intelligence companies. Its cutting edge technology provides actionable social media insights through real-time social listening and advanced social media analytics. Talkwalker helps marketers to prove the value of their social efforts and tremendously enhances the speed and accuracy of business decision-making.
Talkwalker’s state of the art social intelligence platform monitors and analyzes online conversations on social networks, news websites, blogs, forums and more, in over 187 languages. Its 1500 servers process 500 million posts from 150 million websites every day. Talkwalker’s unique social intelligence software was selected to become a Twitter Official Partner in 2014.
The Talkwalker social intelligence platform is used by over 500 clients around the world, including Microsoft, Hewlett-Packard, Volkswagen, Benetton, and communications specialists such as Peppercomm, Publicis, Ogilvy, and Weber Shandwick. Talkwalker is headquartered in Luxembourg and has an office in New York. For more information, visit: http://www.talkwalker.com/en/social-media-intelligence