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CHINA agencyScope
2014 中国营销趋势研究A research study conducted
by Grupo Consultores and R3, since 2006
始于 2006 年,由 Grupo Consultores 与胜三共同执行的调查研究
5th Edition, 2014 第五版 , 2014
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CLIENT-MEDIA AGENCY TRENDS
INTRODUCTION, METHODOLOGY, & TECHNICAL DATA概述,研究方法,数据
ADVERTISERS AND THEIR RELATIONSHIPS WITH MEDIA AGENCIES广告主与代理商的关系
MEDIA AGENCIES’ OVERVIEW代理商概况
广告主与代理商趋势
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INTRODUCTION,METHODOLOGY,
& TECHNICAL DATA 概述,研究方法,数据
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Introduction简介agencyScope Globally营销趋势调研全球分布
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2014 report is the fifth edition of the Study in China.
Only Senior Decision Makers were Interviewed.
Face-to-face and telephone, 40min-1 hour interviews.
Fieldwork: August - December 2013.
A tool for taking action.
Introduction
2014 年报告为中国地区第五版
受访者为高级市场营销决策者
时长 40 分钟至 1 小时的面对面深度访问
实地调查: 2013 年 8 月 – 2013 年 12 月
用于采取行动的工具
Introduction概述
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IMAGE STUDIES
形象调研
# RELATIONSHIPS
关系数量
Marketers on Media Agencies
广告主与媒介代理商关系 230
Marketers on Advertising agencies
广告主与传统广告代理商关系 314
Marketers on Marketing Services agencies
广告主与市场营销代理商关系 102
Marketers on Digital agencies
广告主与互动代理商关系 243
Methodology研究方法
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2014 2012 2010
Below 40M 4 千万以下 12.3 13.3 20.3
41 - 100M 4 千 1 百万 – 1 亿 12.3 14.5 26.4
101 - 200M 1 亿 1 百万 – 2 亿 5.9 10.3 12.8
201 - 500M 2 亿 1 百万 – 5 亿 15.8 18.2 14.9
501 - 1B 5 亿 1 百万– 10 亿 10.8 6.7 6.8
Above 1 B 10 亿元以上 11.8 5.5 7.4
DK/NA 不知道 / 不适用 31.0 31.5 11.5
Average RMB 744.09 450.09 418.68
Technical data数据Marketing Budget 营销预算 (%)
Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010基数: 2014 年受访者为 203 位, 2012 年受访者为 165 位, 2010 年受访者为 148 位
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48.4
34.7
16.9
Above-the-line (ATL) 线上营销
Below-the-line (BTL) 线下营销
Digital 互动营销
Base: 203 interviewees in 2014基数: 2014 年受访者为 203 位
• 48% of budget goes to above-the-line campaigns, 35% to below-the-line and 17% to Digital.
• In the UK investment in Digital goes up to 22.5%.
Technical data数据Budget Split (%)预算分配 (%)
• 分配给线上营销的预算占48% ,线下营销的预算占35% ,同时,互动营销占17% 。
• 在英国的调研结果显示,互动营销的预算比例已经上升到 22.5% 。
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Technical data 数据
78.4
10.1
11.5
MULTINATIONAL 跨国企业
STATE OWNED 国有企业
LOCALLY OWNED 地方企业
2014
54.5
9.1
36.454.6
10.8
34.6
2012 2010
Technical data数据Type of company (%) 公司分类 (%)
Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010基数: 2014 年受访者为 203 位, 2012 年受访者为 165 位, 2010 年受访者为 148 位
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Technical data数据Companies interviewed (59% that agreed to share their name)受访广告主 (59%)
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ADVERTISERS & THEIR RELATIONSHIPS WITH MEDIA
AGENCIES广告主与代理商的关系
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MEDIA AGENCY SELECTION 代理商挑选
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57.1
30.025.1
20.216.7
11.86.4
78.8
20.024.8
29.1
11.5 13.39.7
72.3
37.243.2
32.425.0
13.5
Pitch (Strategy and rates)
比稿(策略与价格)
Pitch (Strategy) 比
稿(仅策略)
Trial assignment /
Project 试验性任务 / 项
目
Selection by credentials
代理商资历
No pitch不比稿
Workshop 讨论会
Consultants 第三方咨询
2012
2014
2010
Media agency selection 媒介代理商挑选 Selection Method (%)选择方式 (%)
Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010基数: 2014 年受访者为 203 位, 2012 年受访者为 165 位, 2010 年受访者为 148 位
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MEDIA AGENCIES -ADVERTISERS RELATIONSHIPS 广告主与代理商的关系
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4.58
4.01
5.13
4.60
BENCHMARK CHINA INDIA MEXICO
Media Agency-Advertiser relationships 媒介代理商 - 广告主关系 Duration of the relationship (average) 合作关系的持续时间 ( 平均 )
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TYPE OF AGENCIES
代理商类型
# AGENCIES 2014
2014 年
代理商数量
# AGENCIES 2012
2012 年
代理商数量
Average number of Media agencies
媒介代理商平均数量 1.20 2.0
Average number of Marketing Services agencies
营销服务代理商平均数量2.31 5.5
Average Number of Advertising agencies
传统广告代理商平均数量 2.22 3.5
Average number of Digital agencies
互动代理商平均数量 2.48 3.3
TOTAL AVERAGE OF AGENCIES
总体代理商平均数量 8.21 14.30
Agency-Advertiser relationships 代理商 - 广告主关系 Number of Agencies by client广告主的代理商数量 (%)
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MEDIA AGENCIES COMPENSATION代理商付费机制
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42.3
35.9
12.8
35.430.7 31.432.3
54.2
18.4
2014 Mix (fee+commission): 0.6%2014 年混合制 ( 月费 + 佣金 ): 0.6%
Fee / Retainer 月费制
Commission 佣金制
Project based 项目制
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2014
2010
Agency Compensation 代理商付费机制Compensation methods (%)付费方式 (%)
Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010基数: 2014 年受访者为 203 位, 2012 年受访者为 165 位, 2010 年受访者为 148 位
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50.9
16.4
27.0
16.0
31.9
65.079.0 Marketing 市场部
Procurement 采购部
Both 两者兼具
Dk/Na 不知 / 不适用
Agency Compensation 代理商付费机制Who leads compensation process (%) 谁来主导付费过程 (%)
Base: 203 interviewees in 2014, 165 in 2012 and 148 in 2010基数: 2014 年受访者为 203 位, 2012 年受访者为 165 位, 2010 年受访者为 148 位
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CHANGINGMEDIA AGENCIES 更换代理商
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13 12.1 11.117
16.5 18.6
11.1
12.8
13.115.4
3.7
10.6 81% to 100%50% to 80%11% to 50%Up to 10%
TOTAL CLIENTS
所有代理商
Multinational
跨国企业
State owned
国有企业
Locally owned
地方企业
Average (0%-100%)
35.10 37.06 25.71 31.16
Changing agencies更换代理商Contribution to Business Growth (%) 业务增长 (%)
• Clients in average in China believe media agencies contribute to their business growth in 35%. Multinational clients are the ones that believe media agencies help them more to grow their business (37%).
• 在中国广告主认为媒介代理商能为他们的业务增长做出贡献的平均比例是35% 。跨国企业的客户认为媒介代理商对其业务增长的贡献比例是 37% 。
Base: 203 interviewees in 2014基数: 2014 年受访者为 203 位
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8.8 7.8 7.7 10.9
11.417.4
8.08.7
78.973.0
84.0 79.8
Satisfied 满意
Indifferent 一般
Dissatisfied 不满意
Dk/Na 不知 / 不适用
BENCHMARK CHINA INDIA MEXICO
Changing agencies更换代理商Satisfaction with current agency (%) 对当前广告代理商的满意程度 (%)
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The Media Agencies Overview广告代理商总体分析
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HIGH PROFILE CAMPAIGNS 知名度高的广告活动
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BRAZIL CHINA INDIA MEXICO UK
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High profile Campaigns知名度高的广告活动
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Most respected Companies最受尊重的广告活动
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谢谢THANK YOU
www.rthree.comwww.grupoconsultores.comcvacchiano@grupoconsultores.c
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