NEW YORK, Nov. 17, 2016 /PRNewswire/ -- 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. Agency/Brand Disconnect 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%).