Market Intelligence Report:
Digital Advertising Agencies 2014:
A Buyer’s Guide
A Digital Marketing Depot Research Report
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
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Digital Advertising Agencies 2014: A Buyer’s Guide
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Digital Advertising Agencies 2014: A Buyer’s Guide
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>˜>Þ̈VÃÊ«>ÌvœÀ“Ã]Ê>˜`Ê«ÀœÛˆ`iÊ«ÀœviÃȜ˜>ÊÃiÀۈViðÊ/iV…˜œœ}ÞʜvviÀi`Ê̜ÊVˆi˜ÌÃ]ÊÃÕV…Ê>ÃÊLˆ`ʓ>˜>}i“i˜ÌÊÜvÌÜ>ÀiʜÀÊ
ÜVˆ>Ê“i`ˆ>ʏˆÃÌi˜ˆ˜}Ê̜œÃ]ʈÃÊÕÃÕ>ÞÊÜÕÀVi`ÊvÀœ“Ê̅ˆÀ`Ê«>À̈iðÊ
ˆi˜ÌÊ>VVœÕ˜Ìʓ>˜>}i“i˜ÌÊ>˜`ÊÃÕ««œÀÌÊ>Àiʏ>À}iÞÊL>Ãi`Ê
œ˜ÊVˆi˜ÌÊÈâiÊ>˜`Êëi˜`°Ê}i˜VˆiÃʜܘi`ÊLÞʅœ`ˆ˜}ÊVœ“«>˜ˆiÃÊ}i˜iÀ>ÞÊÀiµÕˆÀiʓˆ˜ˆ“Õ“Ê“œ˜Ì…ÞÊëi˜`Ãʈ˜Ê̅iÊÈ̜݇‡
iˆ}…ÌÊw}ÕÀiÊÀ>˜}i°Ê/…>ÌʏiÛiÊœvʈ˜ÛiÃ̓i˜ÌÊÌÞ«ˆV>ÞÊLÕÞÃÊ>Ê`i`ˆV>Ìi`Ê>VVœÕ˜ÌÊÃÌ>vvÆÊ>˜Êº>}i˜Vއ܈̅ˆ˜‡>˜Ê>}i˜VÞ»Ê̅>ÌÊV>˜Ê
“>˜>}iÊ̅iÊLÀ>˜`Ê>VÀœÃÃÊ̅iÊi˜ÌˆÀiʅœ`ˆ˜}ÊVœ“«>˜Þ°
7œÀŽˆ˜}Ê܈̅Ê>ÊëiVˆ>ÌÞʜÀÊLœṎµÕiÊ>}i˜VÞʜvviÀÃÊ՘ˆµÕiÊLi˜iwÌÃÊ>ÃÊÜi]ʈ˜VÕ`ˆ˜}\Ê
UÊ œÀiÊ}À>˜Õ>ÀÊV…>˜˜iÊÃÌÀ>Ìi}ÞÊ>˜`ÊÌ>V̈V>ÊiÝ«iÀ̈ÃiÆ
UÊ ˆi˜ÌÊ>VViÃÃÊ̜Ê>}i˜VÞÊ`iVˆÃˆœ˜Ê“>ŽiÀÃÊ>˜`ÊiÝiVṎÛiÊ«iÀܘ˜iÆÊ>˜`
UÊ œÜiÀÊëi˜`ˆ˜}ʓˆ˜ˆ“ՓðÊ
-«iVˆ>ÌÞÊ>}i˜VˆiÃʜvviÀÊ>ÊÃÕLÃiÌʜvÊ̅iÊÃiÀۈViÃÊ«ÀœÛˆ`i`ÊLÞÊvՏ‡ÃiÀۈViÊ
>}i˜VˆiðÊ/…iÃiÊÃiÀۈViÃʓ>ÞÊLiÊV…>˜˜iÊëiVˆwV]ÊÃÕV…Ê>ÃÊÜVˆ>Ê“i`ˆ>Ê
œÀÊ-"]ʜÀʓi`ˆ>ÊëiVˆwVÊÃÕV…Ê>ÃÊ`ˆÃ«>ÞÊ>`ÛiÀ̈Ș}ʜÀÊi“>ˆÊ“>ÀŽï˜}Ê
«Àœ}À>“ðʜâi˜ÃʜvÊëiVˆ>ÌÞÊ>}i˜VˆiÃʅ>Ûiʏ>՘V…i`ʜÛiÀÊ̅iÊ«>ÃÌÊwÛiÊ
Þi>ÀÃ]Ê>ʓ>ÀŽiÌÊ`ޘ>“ˆVÊV>i`Ê̅iʺ>}i˜VÞʏœ˜}ÊÌ>ˆ»ÊLÞÊܓiʈ˜`ÕÃÌÀÞÊ
iÝiVṎÛiðÊ*Àœ“«Ìi`ÊLÞÊ̅iʓˆ`‡“>ÀŽiÌʜ««œÀÌ՘ˆÌÞÊVÀi>Ìi`ÊLÞʅœ`ˆ˜}Ê
Vœ“«>˜ÞÊ>}i˜VˆiÃÊ܈̅ʅÕ}iʓˆ˜ˆ“Õ“Êëi˜`Ã]Ê>˜`Ê܈ÀiiÃÃÊÌiV…˜œœ}ˆiÃÊ
̅>Ìʅ>Ûiʓ>`iʈÌÊi>ÈiÀÊ̜ÊÃÌ>ÀÌÊÕ«ÊÓ>ÊLÕȘiÃÃiÃ]ʓ>˜Þʏ>À}iÊ>}i˜VÞÊ
iÝiVṎÛiÃÊ܈̅ÊÃÌÀœ˜}ÊVˆi˜ÌÊÀi>̈œ˜Ã…ˆ«Ãʅ>ÛiʏivÌÊ̅iˆÀÊwÀ“ÃÊ>vÌiÀÊ>˜Ê
>VµÕˆÃˆÌˆœ˜Ê>˜`ʜ«i˜i`ÊëiVˆ>ÌÞÊ>}i˜VˆiðÊ
Dozens of specialty
agencies have launched
over the past five years,
a market dynamic called
the “agency long tail” by
some industry executives.
Digital Agency Capabilities
/>LiʣʈÕÃÌÀ>ÌiÃÊ̅iÊLÀœ>`ÊÀ>˜}iʜvÊÃiÀۈViÃÊ̅>ÌÊ`ˆ}ˆÌ>Ê>}i˜VˆiÃÊV>˜Ê«ÀœÛˆ`i°ÊÊvՏ‡ÃiÀۈViÊ>}i˜VÞʜvviÀÃÊLÀi>`̅ʜvÊ
«ÀœviÃȜ˜>Ê>˜`ÊV…>˜˜iÊÃiÀۈViÃ]Ê܅ˆiÊëiVˆ>ÌÞÊ>}i˜VˆiÃÊV>˜Ê«ÀœÛˆ`iÊ`i«Ì…Ê܈̅ˆ˜Ê>ÊV…>˜˜i]ʈ˜VÕ`ˆ˜}Ê«Àœ«ÀˆiÌ>ÀÞÊ**
ʜÀÊ
-"Ê«>ÌvœÀ“ÃÊ>˜`ÊiÝÌi˜ÃˆÛiÊVˆi˜ÌÊÌÀ>ˆ˜ˆ˜}ʈ˜ÊÜvÌÜ>ÀiÊÕÃi]ʈ˜Ìi}À>̈œ˜]Ê>˜`ÊVÕÃ̜“ˆâ>̈œ˜°Ê
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
2Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Professional
Services
Strategy
Branding
Media Planning
Customer Research
Benchmarking
Best Practices
Customer Support
Onboarding
Reports/Deliverables
Search
Bid management
& optimization
Landing page
optimization
Affiliate marketing
Search retargeting
Campaign
management
Paid
Search
Selected Digital
Agency Capabilities
SEO
Keyword research
Content creation &
optimization
Link analysis
Local/geo-search
Mobile programs
International tracking
Campaign
management
Design &
development
Content creation
Ecommerce
CSEs
Microsites
Website
Channel
Services
Blogging/content
creation
Online publicity
SEO/link-building
Online brand
monitoring
Public
Relations
Table 1: Selected Digital Agency Capabilities
Social
Media
Reputation
management
Content creation/
management
Brand compliance
Influencer outreach
Community building
Global programs
Sentiment analysis
Video design/
development
Social display/
retargeting
Source: Third Door Media
Mobile
Program
development &
execution
Bluetooth apps
Website audits
App & game
development
Video/commercial
design
Email
Program
development &
execution
List/database
development
Lead generation
Display
Media planning
& buying
Creative
Branding
Display retargeting
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
3Ê
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Professional Services vs. Proprietary Technology
ˆ}ˆÌ>Ê>}i˜VˆiÃÊ>ÃœÊV>˜ÊLiÊ`ˆvviÀi˜Ìˆ>Ìi`ÊLÞÊ̅iˆÀÊvœVÕÃʜ˜Ê«ÀœviÃȜ˜>Ê
ÃiÀۈViÃÊÛiÀÃÕÃÊ«Àœ«ÀˆiÌ>ÀÞÊÌiV…˜œœ}ÞÊ«>ÌvœÀ“ðÊ}i˜VˆiÃÊ̅>ÌÊi“«…>ÈâiÊ
̅iˆÀÊ«ÀœviÃȜ˜>ÊÃiÀۈViÃÊV>«>LˆˆÌˆiÃÊÀiVœ““i˜`Ê>˜`ÊÕÃiÊ̅ˆÀ`‡«>ÀÌÞÊ
ÌiV…˜œœ}ÞÊÃÕV…Ê>ÃÊ**
ÊV>“«>ˆ}˜Ê“>˜>}i“i˜ÌÊ«>ÌvœÀ“Ã]Ê-"Ê̜œÃ]Ê>˜`Ê
ÜVˆ>Ê“i`ˆ>ʓ>˜>}i“i˜ÌÊ«>ÌvœÀ“ÃÊ̜ʓ>˜>}iÊ̅iˆÀÊVˆi˜ÌýÊ`>Ì>Ê>˜`Ê`ˆ}ˆÌ>Ê
V>“«>ˆ}˜Ã°Ê/…iÃiÊ>}i˜VˆiÃÊۈiÜÊ̅iˆÀÊÀœiÊ>ÃÊÃÌÀ>Ìi}ˆÃÌÃÊ̅>ÌÊV>˜Ê>˜>ÞâiÊ>˜`Ê
ˆ˜ÌiÀ«ÀiÌÊ`>Ì>Ê̜ʫÀœÛˆ`iÊ>V̈œ˜>LiÊÀiÃՏÌÃÊ>˜`Ê>V…ˆiÛiÊ̅iˆÀÊVˆi˜ÌýÊ}œ>Ã°
}i˜VˆiÃÊ̅>ÌÊ`iÛiœ«Ê>˜`ʜvviÀÊ«Àœ«ÀˆiÌ>ÀÞÊ̜œÃÊۈiÜÊ̅iˆÀÊ«>ÌvœÀ“ÃÊ>ÃÊ>Ê
Vœ“«ï̈ÛiÊ>`Û>˜Ì>}iʜÛiÀÊ̅ˆÀ`‡«>ÀÌÞÊ̜œÃiÌÃÊ̅>ÌÊ>ÀiÊ܈`iÞÊ>Û>ˆ>Li°Ê
/…iÊ«i̅œÀ>ʜvÊ`ˆ}ˆÌ>ÊV…>˜˜iÃʅ>ÃʏivÌʓ>˜ÞÊ>`ÛiÀ̈ÃiÀÃÊ`ÀœÜ˜ˆ˜}ʈ˜Ê
`>Ì>°ÊÞÊ«ÀœÛˆ`ˆ˜}ÊÌiV…˜œœ}ÞÊ«>ÌvœÀ“ÃÊ̅>ÌÊ>ÀiÊLՈÌÊ>˜`ÊVÕÃ̜“ˆâi`Ê̜Ê
Vˆi˜Ìʘii`Ã]Ê̅iÃiÊ>}i˜VˆiÃÊLiˆiÛiÊ̅iÞÊ>ÀiÊ«ÀœÛˆ`ˆ˜}Ê՘ˆµÕiÊ>˜`ÊVÀˆÌˆV>Ê
>Õ̜“>̈œ˜Ê̜œÃÊ̅>ÌÊVœiVÌ]Ê>˜>Þâi]Ê>˜`ʜ«Ìˆ“ˆâiÊ`>Ì>ÊvœÀÊ̅iˆÀÊVˆi˜Ìð
Many agencies are
adapting their service
offerings to meet client
demand for integrated
campaigns that cut across
previously accepted lines
between paid, owned,
and earned media.
1Ìˆ“>ÌiÞ]Ê>}i˜VÞÊ>˜`ÊLÀ>˜`ÊiÝiVṎÛiÃÊ>}ÀiiÊ̅>ÌʈÌÊÌ>ŽiÃʺÓ>ÀÌÊ«iœ«iÊ̜ÊÀ՘ÊÓ>ÀÌÊÌiV…˜œœ}Þ°»ÊÌÌÀˆLṎœ˜Ê“œ`iÃ]Ê
vœÀÊiÝ>“«i]ÊV>˜Êˆ˜VÕ`iʅˆ}…ÞÊÜ«…ˆÃ̈V>Ìi`Ê>}œÀˆÌ…“ðÊÕÌÊÃVœÀˆ˜}Êi>V…ÊœvÊ̅iʓ>˜ÞÊ̜ÕV…Ê«œˆ˜ÌÃʈ˜Ê̅iÊVœ˜ÛiÀȜ˜Ê«>̅Ê
“ÕÃÌÊLiÊ`œ˜iÊLÞʓ>ÀŽiÌiÀÃʜÀÊ>˜>ÞÃÌÃÊ܈̅ʎii˜Êˆ˜Ãˆ}…ÌÊ>˜`Ê՘`iÀÃÌ>˜`ˆ˜}ʈ˜ÌœÊ̅iÊÛ>ÕiʜvÊi>V…ÊV…>˜˜iÊvœÀʈ˜`ˆÛˆ`Õ>Ê
VÕÃ̜“iÀðÊ
Lines Blur between Paid, Owned, and Earned Media
>˜ÞÊ>}i˜VˆiÃÊ>ÀiÊ>`>«Ìˆ˜}Ê̅iˆÀÊÃiÀۈViʜvviÀˆ˜}ÃÊ̜ʓiiÌÊVˆi˜ÌÊ`i“>˜`ÊvœÀʈ˜Ìi}À>Ìi`ÊV>“«>ˆ}˜ÃÊ̅>ÌÊVÕÌÊ>VÀœÃÃÊ
«ÀiۈœÕÏÞÊ>VVi«Ìi`ʏˆ˜iÃÊLiÌÜii˜Ê«>ˆ`]ʜܘi`]Ê>˜`Êi>À˜i`ʓi`ˆ>°Ê`ÛiÀ̈ÃiÀÃÊ>˜`Ê>}i˜VˆiÃʅ>ÛiÊÌÀ>`ˆÌˆœ˜>ÞÊV>ÃÈwi`Ê
“i`ˆ>Ê>ÃÊiˆÌ…iÀÊ«>ˆ`]ʜܘi`]ʜÀÊi>À˜i`°Ê*>ˆ`ʓi`ˆ>ÊÀiviÀÃÊ̜Ê>`ÛiÀ̈Ș}Ê̅>ÌʈÃÊ«ÕÀV…>Ãi`]ÊÃÕV…Ê>ÃÊ«Àˆ˜Ì]ÊÜiL]ʜÀÊLÀœ>`V>ÃÌÊ
>`ÛiÀ̈Ș}°ÊÊ"ܘi`ʓi`ˆ>ÊLiœ˜}ÃÊ̜Ê̅iÊLÀ>˜`]ÊÃÕV…Ê>ÃÊ«Àˆ˜ÌÊLÀœV…ÕÀiÃʜÀÊÜiLÈÌiÊVœ˜Ìi˜Ì]Ê܅ˆiÊi>À˜i`ʓi`ˆ>Ê
i˜Vœ“«>ÃÃiÃÊ«ÕLˆVÊÀi>̈œ˜ÃÊ>˜`ÊÀi«ÕÌ>̈œ˜Ê“>˜>}i“i˜Ì°Ê
ÀˆÛi˜Ê>À}iÞÊLÞÊÜVˆ>Ê“i`ˆ>Ê>˜`ÊÕÃiÀ‡}i˜iÀ>Ìi`ÊVœ˜Ìi˜Ì]Ê̅iÃiʓi`ˆ>Ê`ˆÃ̈˜V̈œ˜ÃÊ>ÀiʘœÊœ˜}iÀÊVi>ÀÊ­ÃiiÊ/>LiÊÓ®°Ê
œÀÊiÝ>“«i]Ê/܈ÌÌiÀʈÃÊ>ÊÜVˆ>Ê“i`ˆ>ÊV…>˜˜i]Ê܅ˆV…ÊV>˜ÊLiÊVœ˜Ãˆ`iÀi`ʜܘi`ʓi`ˆ>]ÊLÕÌÊ̅iÊLÀ>˜`ÊLœÕ˜ViÊ̅>ÌʜVVÕÀÃÊ
vÀœ“ÊÀiÌÜiï˜}ÊLiVœ“iÃÊi>À˜i`ʓi`ˆ>ÊLiV>ÕÃiʈÌÊvÕÀ̅iÀÃÊLÀ>˜`Ê>Ü>Ài˜iÃðÊ*>ˆ`ʓi`ˆ>ʘœÜʈ˜VÕ`iÃÊVœ˜Ìi˜Ìʓ>ÀŽï˜}Ê
V>“«>ˆ}˜ÃʜÀÊ뜘ÜÀi`ʓiÃÃ>}iÃʜ˜ÊÜVˆ>Ê“i`ˆ>ÊV…>˜˜iÃʇ‡Ê>ÃÊÜiÊ>ÃÊ̅iʓœÀiÊÌÀ>`ˆÌˆœ˜>Ê`ˆÃ«>ÞʜÀÊ**
Ê>`ÛiÀ̈Ș}°Ê
-œVˆ>ÊÃÌÀ>Ìi}ÞÊ>˜`ʓœLˆiÊ«Àœ}À>“ÃÊ>ÀiÊVœÃiÞʏˆ˜Ži`]Ê>ÃÊ>ÀiÊÜiLÈÌiÊ>˜`ÊÜVˆ>ÊœÀʓœLˆiÊ>««ÊVÀi>̈ÛiÊ`iÛiœ«“i˜Ì°Ê/…iÊ
“i`ˆ>Ê>ÀiÊVœ˜ÛiÀ}ˆ˜}°
/…iÊÀiÃՏÌʈÃÊ̅>ÌÊ̅iʏˆ˜iÃÊ>ÀiÊLÕÀÀˆ˜}ÊvœÀÊ>}i˜VˆiÃÊ>˜`Ê̅iˆÀÊVˆi˜ÌÃ]Ê>ÃÊÜi°Ê-i>ÀV…Ê>`ÛiÀ̈Ș}ʓœ`iÃʜvÊ«>އ«iÀ‡VˆVŽÊ>ÀiÊ
˜œÜÊ>Û>ˆ>Liʜ˜ÊÜVˆ>Ê“i`ˆ>ʘiÌܜÀŽÃ°Ê7…iÀi>ÃÊÜVˆ>Ê“>ÀŽï˜}ʜ˜Viʓi>˜ÌÊ>Ê>ViLœœŽÊLÀ>˜`Ê«>}i]Ê>`ÛiÀ̈ÃiÀÃÊ>ÀiÊ
˜œÜÊ>œV>̈˜}ÊLÕ`}iÌÊ>“œ˜}Ê>Ê}ÀœÜˆ˜}Ê>ÀÀ>Þʜvʓ>œÀÊÜVˆ>Ê“i`ˆ>ʈ˜VÕ`ˆ˜}Ê*ˆ˜ÌiÀiÃÌ]ʈ˜Ži`˜]ʜœ}i³]Ê9œÕ/ÕLi]Ê>˜`Ê
/܈ÌÌiÀ°Ê
-"ʅ>ÃÊë>ܘi`Ê>ʘiÜÊV…>˜˜iÊœvÊVœ˜Ìi˜Ìʓ>ÀŽï˜}]Ê>Ãʓ>ÀŽiÌiÀÃÊVœ“«iÌiÊ̜Ê}i˜iÀ>ÌiÊÌÀ>vwVÊ>˜`Ê>ÌÌÀ>VÌÊVÕÃ̜“iÀðÊ
ˆ}ˆÌ>Ê“>«ÃÊ>˜`Ê>««ˆV>̈œ˜ÃÊvœÀʏœV>Ê“>ÀŽiÌÃÊÃÕV…Ê>ÃÊ9i«ÊœÀʜÕÀõÕ>Àiʅ>ÛiÊV…>˜}i`ʓ>ÀŽï˜}Ê>ÌÊ̅iʏœV>ÊiÛi]Ê
LœÌ…ÊvœÀÊÓ>ÊVœ“«>˜ˆiÃÊ>˜`ʘ>̈œ˜>ÊLÀ>˜`ðÊʜLˆiʓ>ÀŽï˜}ʅ>ÃÊLiVœ“iʈÌÃʜܘÊ`ˆÃVˆ«ˆ˜i]Ê܈̅Ê՘ˆµÕiÊ`iÈ}˜]Ê
`iÛiœ«“i˜Ì]Ê>˜`Ê`ˆÃÌÀˆLṎœ˜ÊÀiµÕˆÀi“i˜ÌðÊ
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
4Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Table 2: The Lines Blur Between Paid, Owned, and Earned Media
Paid/Earned Media:
Social media ads, shares,
likes, reputation management
Mobile ads, shares, reviews
Paid/Owned Media:
Mobile ads, apps, games
Social ads, Twitter content,
blogs
Paid Media
Paid search
Display
Social (FB ads/sponsored tweets)
Mobile (ads)
Email lists
Earned Media
Earned/Owned/Paid Media
Social ads, blogs, shares,
sponsored content
Mobile apps, shares, ads
Owned Media
SEO
Social (retweets/likes/shares)
reputation management)
Mobile (shares/reviews)
CSEs
Mobile (apps/games)
Website content
Email
Social (FB pages,
blogs/ Twitter accts.)
Earned/Owned Media:
Social likes, shares, retweets
Mobile ads, shares, reviews
œœ}i½ÃÊՏÞÊÓä£ÎÊÌÀ>˜ÃˆÌˆœ˜Ê̜ʼi˜…>˜Vi`ÊV>“«>ˆ}˜Ã½Êˆ˜ÌÀœ`ÕVi`Ê>Ê܅œiʘiÜÊÃiÌʜvÊÀՏiÃÊvœÀÊ«>ˆ`ÊÃi>ÀV…Ê>`ÛiÀ̈Ș}ÆÊvœÀÊ
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˜Ê>``ˆÌˆœ˜Ê̜ÊV…>˜}iÃʈ˜Ê“i`ˆ>Ê>˜`ÊV…>˜˜iÃ]ʓ>ÀŽiÌiÀÃʓÕÃÌʎii«ÊÕ«Ê܈̅ÊV…>˜}iÃʈ˜Ê…œÜʓi`ˆ>ʈÃÊLiˆ˜}ÊVœ˜ÃՓi`°Ê
/…iÊÀ>«ˆ`Ê}ÀœÜ̅ʈ˜ÊÌ>LiÌÊ>˜`ÊÓ>ÀÌ«…œ˜iÊÕÃiÊVœ˜Ìˆ˜ÕiÃÊ̜ʈ“«>VÌÊ̅iÊ>`ÛiÀ̈Ș}ÊLÕȘiÃÃÆʜ˜iʜÕÌVœ“iʈ˜ÊÓä£ÎÊÜ>ÃÊ̅iÊ
ˆ˜VÀi>Ãi`ÊÕÃiʜvÊÀi뜘ÈÛiÊÜiLÊ`iÈ}˜Ê̜ʜ«Ìˆ“ˆâiʅœÜÊVœ˜Ìi˜ÌÊ>˜`Ê>`ÃÊ>ÀiÊ`iˆÛiÀi`°
>Vi`Ê܈̅Ê̅ˆÃÊiÛiÀ‡V…>˜}ˆ˜}Ê`ˆ}ˆÌ>Ê“>ÀŽï˜}ʏ>˜`ÃV>«i]ʏˆ“ˆÌi`ÊÀiÜÕÀViÃ]Ê>˜`ʅˆ}…iÀÊ
‡iÛiÊiÝ«iVÌ>̈œ˜Ã]Ê>`ÛiÀ̈ÃiÀÃÊ
>˜`ʓ>ÀŽiÌiÀÃÊ>Àiʈ˜VÀi>Ș}ÞÊÌÕÀ˜ˆ˜}Ê̜Ê`ˆ}ˆÌ>Ê>}i˜VˆiÃÊvœÀÊ̅iˆÀÊiÝ«iÀ̈Ãi°Ê
ˆ}ˆÌ>Ê}i˜VÞÊ>ÀŽiÌÊ/Ài˜`Ã
/…iÊ}ÀœÜ̅Ê>˜`ÊiۜṎœ˜ÊœvÊ̅iÊ`ˆ}ˆÌ>Ê>}i˜VÞʓ>ÀŽiÌʈÃÊLiˆ˜}Ê`ÀˆÛi˜ÊLÞÊÃiÛiÀ>Êˆ“«œÀÌ>˜ÌÊÌÀi˜`Ã]ʈ˜VÕ`ˆ˜}\Ê
£°ÊEÊ
œ˜Ìˆ˜ÕiÃÊ̜Ê,iÅ>«iÊ̅iÊ}i˜VÞÊ>˜`ÃV>«iÊ>Ãʈ}ˆÌ>½ÃÊ-…>ÀiÊÀœÜÃ
ӰʜLˆiÊÀˆÛiÃÊ>ˆ˜Ãʈ˜Ê˜ÌiÀ˜iÌÊ`Ê,iÛi˜Õið
ΰÊ/…iʘVÀi>Ș}Ê
œ“«i݈ÌÞʜvÊ̅iÊ
ˆi˜ÌÉ}i˜VÞÊVœÃÞÃÌi“°ÊÊ
/…iÊvœœÜˆ˜}ÊÃiV̈œ˜Ê`ˆÃVÕÃÃiÃÊi>V…ÊœvÊ̅iÃiÊÌÀi˜`Ãʈ˜Ê“œÀiÊ`iÌ>ˆ°
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
5Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Trend #1: M&A Continues to Reshape the Agency Landscape as Digital’s Share Grows
iÀ}iÀÃÊ>˜`Ê>VµÕˆÃˆÌˆœ˜ÃÊ­E®ÊVœ˜Ìˆ˜ÕiÊ̜ʅ>ÛiÊ>Ê`À>“>̈Vʈ“«>VÌʜ˜Ê̅iÊÈâiÊ>˜`ÊÃVœ«iʜvÊ̅iÊ`ˆ}ˆÌ>Ê>}i˜VÞʏ>˜`ÃV>«i]Ê
LœÌ…ÊvœÀʏ>À}iʅœ`ˆ˜}ÊVœ“«>˜ˆiÃÊ>ÃÊÜiÊ>ÃÊÓ>iÀ]ÊëiVˆ>ÌÞÊ>}i˜VˆiðÊ
˜ÌiÀ˜>̈œ˜>Ê>}i˜VÞʅœ`ˆ˜}ÊVœ“«>˜ˆiÃÊÃÕV…Ê>ÃÊ>«>˜½ÃÊi˜ÌÃÕÊ>˜`ʜ˜`œ˜½ÃÊ7**Êëi˜ÌÊLˆˆœ˜Ãʜ˜Ê>VµÕˆÃˆÌˆœ˜ÃʜÛiÀÊ̅iÊ
«>ÃÌÊÌܜÊÞi>ÀÃʈ˜Ê>˜ÊivvœÀÌÊ̜ÊVÀi>ÌiÊܜÀ`܈`i]ÊvՏ‡ÃiÀۈViʘiÌܜÀŽÃÊ̅>ÌÊ«ÀœÛˆ`iÊ>ÊLÀœ>`ÊëiVÌÀՓʜvÊ`ˆ}ˆÌ>Ê“>ÀŽï˜}Ê
V>«>LˆˆÌˆiÃÊ>˜`ÊÃiÀۈViÃÊ­ÃiiÊ/>LiÊή°Êi˜ÌÃÕÊVœ“«iÌi`ʈÌÃʘi>ÀÞÊfxÊLˆˆœ˜Ê`i>Ê̜ÊLÕÞÊi}ˆÃÊÀœÕ«Êˆ˜Ê>ÀV…ÊÓä£ÎÊ>˜`Ê
>˜˜œÕ˜Vi`Ê̅iÊVÀi>̈œ˜ÊœvÊi˜ÌÃÕÊi}ˆÃÊ iÌܜÀŽ]Ê>Ê}œL>Êœ«iÀ>̈˜}Ê՘ˆÌÊL>Ãi`ʈ˜Êœ˜`œ˜°Ê/…iʘiÜÊ՘ˆÌÊ܈Ê“>˜>}iÊ>ÊœvÊ
i˜ÌÃÕ½ÃÊ}œL>ÊLÕȘiÃÃʜ«iÀ>̈œ˜ÃʜÕÌÈ`iÊ>«>˜]Ê>ÃÊÜiÊ>ÃÊi}ˆÃÊi`ˆ>½Ãʜ«iÀ>̈œ˜ÃÊܜÀ`܈`i°
/…iʏ>À}iÃÌʓiÀ}iÀʜvÊ>}i˜VÞʅœ`ˆ˜}ÊVœ“«>˜ˆiÃʜVVÕÀÀi`ʈ˜ÊՏÞÊÓä£ÎÊ܅i˜Ê*ÕLˆVˆÃÊÀœÕ«iÊ>˜`Ê"“˜ˆVœ“ÊÀœÕ«Ê
>˜˜œÕ˜Vi`Ê>ÊfÎxÊLˆˆœ˜Ê>}Àii“i˜ÌÊ̜ʓiÀ}iÊ̅iÊÌܜʅœ`ˆ˜}ÊVœ“«>˜ˆiÃÊqÊÀi«ÀiÃi˜Ìˆ˜}ʓœÀiÊ̅>˜ÊÓxäÊ>}i˜VÞÊLÀ>˜`ÃÊ
LiÌÜii˜Ê̅i“]ʈ˜VÕ`ˆ˜}Ê"]ÊiÌV…Õ“]Ê,>âœÀwÅ]ʈ}ˆÌ>È]ÊiœÊÕÀ˜iÌÌ]Ê-Ì>ÀVœ“Êi`ˆ>6iÃÌ]Ê>˜`Ê->>ÌV…ˆÊEÊ->>ÌV…ˆ°
Table 3: Selected Agency Holding Company Mergers and Acquisitions, 2012-2013
Acquirer
Acquired/Merged
Date
Notes
Aegis Group plc
œ““Õ˜ˆV>ÌiÊÓ
Ê-«ÞÊ>ÀŽï˜}
>ÌV…Ê-̜˜i
,œÕ˜`>ÀV
Õ}ÕÃÌÊÓä£Ó
Õ}ÕÃÌÊÓä£Ó
ՏÞÊÓä£Ó
iLÀÕ>ÀÞÊÓä£Ó
˜`ˆ>‡L>Ãi`ÊÃi>ÀV…Ê>}i˜VÞ
1°°‡L>Ãi`Ê`ˆ}ˆÌ>Ê>}i˜VÞ
ˆ˜iÃiÊ`ˆ}ˆÌ>Ê>}i˜VÞÊLœÕ}…ÌÊvœÀÊfnÈ
*ÕÀV…>Ãi`ÊvœÀÊf£Óx
Dentsu
i}ˆÃÊÀœÕ«Ê«V
ՏÞÊÓä£Ó
f{°™ÊLˆˆœ˜Ê«ÕÀV…>ÃiÊ«ÀˆVi
Interpublic Group
1-
ˆVœiÊ7iLiÀÊ
œ““ð
>˜Õ>ÀÞÊÓä£Ó
>˜Õ>ÀÞÊÓä£Ó
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VµÕˆÀi`ʏi>`ˆ˜}ÊiÀ“>˜Ê*,Ê>}i˜VÞ
Omnicom Group
*ÕLˆVˆÃÊÀœÕ«i
ՏÞÊÓä£Î
fÎxÊLˆˆœ˜Ê“iÀ}iÀ
Publicis Groupe
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՘`ˆÃVœÃi`ÊÃՓ
fx™£Ê“ˆˆœ˜Ê«ÕÀV…>ÃiʜvÊ i̅iÀ>˜`ÇL>Ãi`Ê
`ˆ}ˆÌ>ÊÌiV…˜œœ}ÞÊ>}i˜VÞ
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L>Ãi`Ê>}i˜VÞ
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March 2013
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œœŽˆi
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+
/ˆ}ˆÌ>
՘iÊÓä£Ó
>˜Õ>ÀÞÊÓä£Ó
WPP
՘iÊÓä£Ó
œÕ}…ÌÊ/œÀœ˜Ìœ‡L>Ãi`Ê`ˆ}ˆÌ>Ê>}i˜VÞ
VµÕˆÀi`ÊÃÌ>˜LՏ‡L>Ãi`Ê`ˆ}ˆÌ>Ê>}i˜VÞ
VµÕˆÀi`ʅœ`ˆ˜}ÊVœ“«>˜Þʜvʜ˜`œ˜‡
L>Ãi`Ê->“œ˜ÊÀœÕ«ÊœvÊ`ˆ}ˆÌ>Ê>}i˜VÞÊ
ÃiÀۈViÃ
>œÀˆÌÞÊÃÌ>ŽiʜvÊi݈V>˜Ê`ˆ}ˆÌ>Ê>}i˜VÞÊ
>VµÕˆÀi`ÊLÞÊ7**ÊÃÕLÈ`ˆ>ÀÞÊ7՘`iÀ“>˜
˜`ˆ>‡L>Ãi`Ê`ˆ}ˆÌ>Ê>}i˜VÞÊ«ÕÀV…>Ãi`Ê
LÞÊ7/
VµÕˆÀi`ÊLÞÊ7**Ê>}i˜VÞÊ*œÃÃÈLiÊ
7œÀ`܈`i°
fxxäÊ«ÕÀV…>ÃiÊ«ÀˆVi
7**ÊÃÕLÈ`ˆ>ÀÞÊ"}ˆÛÞÊLœÕ}…ÌÊÎΰίÊÃÌ>ŽiÊ
ˆ˜ÊÕÃÌÀ>ˆ>˜Ê`ˆ}ˆÌ>Ê>}i˜VÞ
Source: Third Door Media
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
6Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
œÀÊëiVˆ>ÌÞÊ>}i˜VˆiÃ]Ê>VµÕˆÃˆÌˆœ˜ÃÊV>˜ÊLÀˆ˜}Ê>VViÃÃÊ̜Ê>ʘiÜÊÜvÌÜ>ÀiÊ̜œ]ʜÀÊ>``ʘiÜÊÃiÀۈViÃÊ̜Ê܏ˆ`ˆvÞÊ>˜Êi݈Ã̈˜}ÊÃÌÀi˜}̅°Ê
œÀÊiÝ>“«i]Ê-ÊëiVˆ>ÌÞÊ>}i˜VÞʈ`ˆÌÊ«ÕÀV…>Ãi`Ê>ʓ>œÀˆÌÞÊÃÌ>Žiʈ˜Ê>ÀÀˆÃœ˜ÊiˆviÀÊi>ÀVœÊ­®Êˆ˜Ê>ÀV…ÊÓä£ÎÊ̜Ê>``Ê
ÜVˆ>Ê“>ÀŽï˜}Ê>˜`ÊÀi«ÕÌ>̈œ˜Ê“>˜>}i“i˜ÌÊ̜ʈÌÃÊi݈Ã̈˜}ÊÃՈÌiʜvÊ«Àœ«ÀˆiÌ>ÀÞÊÃi>ÀV…Ê̜œÃÊ>˜`ÊÃiÀۈViðʘÊÕ}ÕÃÌÊÓä£Ó]ʈ`ˆÌÊ
>VµÕˆÀi`ʘVi«ÌœÀ]Ê>Ê܅œÞʜܘi`ÊÃÕLÈ`ˆ>ÀÞʜvÊ-Õ«iÀi`ˆ>Ê̅>ÌÊ«ÀœÛˆ`iÃÊ-"]Ê
-]Ê>˜`ÊÜVˆ>Ê“>ÀŽï˜}ÊV>«>LˆˆÌˆiðÊ
˜Ê>ÞÊÓä£Î]Ê,Ê>VµÕˆÀi`Ê ˆ˜iÊLÞʏÕi]Ê>˜Ê-"ÊÜvÌÜ>ÀiÊ>˜`ÊVœ˜ÃՏ̈˜}ÊVœ“«>˜ÞÊvœÕ˜`i`ÊLÞÊi݇œœ}iÊiÝiVṎÛiÊ
6>˜iÃÃ>ʜݰÊ/…iÊ>VµÕˆÃˆÌˆœ˜Êˆ˜VÕ`i`Ê ˆ˜iÊLÞʏÕi½ÃÊ«Àœ«ÀˆiÌ>ÀÞÊÃi>ÀV…Ê>˜>Þ̈VÃÊ>˜`Ê`ˆ>}˜œÃ̈VÊÜvÌÜ>Ài]ʏÕi«Àˆ˜Ì]Ê܅ˆV…Ê
܈ÊLiVœ“iÊ«>ÀÌʜvÊ,½ÃÊ-"Ê̜œÃiÌ°
˜ÌiÀ˜>̈œ˜>ÊVœ˜ÃՏ̈˜}ÊwÀ“ÃÊÃÕV…Ê>ÃÊiœˆÌÌiÊ>˜`ÊVVi˜ÌÕÀiÊ>ÀiÊ>ÃœÊÕ“«ˆ˜}ʈ˜ÌœÊ̅iÊ`ˆ}ˆÌ>Ê>}i˜VÞÊvÀ>ÞÊ̜ÊLiÊ>LiÊ̜Ê
ÃiÀۈViÊ̅iˆÀÊVˆi˜ÌýÊ`ˆ}ˆÌ>Ê>`ÛiÀ̈Ș}ʘii`Ãʈ˜Ê…œÕÃi°Ê˜Ê>˜Õ>ÀÞÊÓä£Ó]ÊiœˆÌÌiÊLœÕ}…ÌÊ-i>Ì̏i‡L>Ãi`ʓœLˆiÊ>}i˜VÞÊ
1LiÀ“ˆ˜`]Ê>˜`ʏ>՘V…i`ÊiœˆÌÌiʈ}ˆÌ>ÊÃiÛiÀ>Ê“œ˜Ì…Ãʏ>ÌiÀ°ÊiœˆÌÌiÊ>VµÕˆÀi`Ê>˜œÌ…iÀÊ-i>Ì̏i‡L>Ãi`Ê`ˆ}ˆÌ>Ê>}i˜VÞ]Ê
>˜Þ>˜ÊÀ>˜V…]ʈ˜Ê"V̜LiÀÊÓä£Î°ÊVVi˜ÌÕÀiÊ«ÕÀV…>Ãi`ʜ˜`œ˜‡L>Ãi`Ê`ˆ}ˆÌ>Ê`iÈ}˜Ê>}i˜VÞʍœÀ`ʈ˜Ê>ÞÊÓä£Î]Ê>``ˆ˜}Ê̜Ê
ˆÌÃÊ"V̜LiÀÊÓä£ÓÊ>VµÕˆÃˆÌˆœ˜ÊœvÊ`ˆ}ˆÌ>Ê«Àœ`ÕV̈œ˜Ê>}i˜VÞÊÛ6i˜Ì>°
ÊœvÊ̅iÃiÊ>VµÕˆÀiÀÃÊiÝ«iVÌÊ̜ÊÀi>«ÊLœÌ̜“‡ˆ˜iÊÀiÜ>À`ÃÊvœÀÊ̅iˆÀÊivvœÀÌÃÊ̜ÊiÝ«>˜`Ê̅iÊLÀi>`̅Ê>˜`Ê`i«Ì…ÊœvÊ̅iˆÀÊ`ˆ}ˆÌ>Ê
œvviÀˆ˜}Ã]Ê>ÃÊ`ˆ}ˆÌ>½ÃÊψViʜvÊ̅iÊ>}i˜VÞÊÀiÛi˜ÕiÊ«ˆiÊVœ˜Ìˆ˜ÕiÃÊ̜Ê}ÀœÜ°Ê
Digital’s Share of Ad Revenue Continues to Grow
ˆ}ˆÌ>ÊÀiÛi˜Õiʈ˜VÀi>Ãi`ÊÈ°™¯Êˆ˜ÊÓä£ÓÊ̜ÊÀi>V…Êf££°ÈÊLˆˆœ˜]Ê>VVœÀ`ˆ˜}Ê̜Ê`Ê}i½ÃÊ>Ì>
i˜ÌiÀ]Ê܅ˆV…ÊVœ“«ˆiÃÊ`>Ì>ʜ˜Ê˜i>ÀÞÊ
£]äääÊ>}i˜VˆiÃÊ>˜`Ê>}i˜VÞʘiÌܜÀŽÃÊ­ÃiiÊ/>LiÊ{®°Êˆ}ˆÌ>½ÃÊÅ>ÀiʜvʜÛiÀ>Ê>}i˜VÞÊÀiÛi˜Õiʅ>ÃÊ}ÀœÜ˜ÊvÀœ“ÊÓx°n¯Êˆ˜ÊÓää™Ê̜ÊÎÓ°x¯Ê
ˆ˜ÊÓä£Ó°Êˆ}ˆÌ>ÊÀiÛi˜ÕiÊ}ÀœÜ̅ʜÕÌ«>Vi`Ê}i˜iÀ>Ê>`ÛiÀ̈Ș}ÊÀiÛi˜ÕiÊ}ÀœÜ̅ÊLÞʓœÀiÊ̅>˜ÊÌܜʫiÀVi˜Ì>}iÊ«œˆ˜ÌÃʈ˜ÊÓä£Ó°
Table 4: Digital Services Share of Overall Agency Revenue, 2009-2012
35.0%
30.0%
25.8%
28.0%
32.5%
$11.6B
$5.1B
25.0%
20.0%
30.3%
$10.1B
$3.9B
15.0%
10.0%
5.0%
0.0%
2009
2010
2011
2012
Note: Totals include pure-play digital agency revenues as well as digital revenues for all ad agencies tracked.
Source: Ad Age DataCenter
Trend #2: Mobile Drives Gains in Digital Ad Revenues
i`ÊLÞÊÌÀˆ«i‡`ˆ}ˆÌʈ˜VÀi>ÃiÃʈ˜Ê“œLˆi]Ê>`ÛiÀ̈ÃiÀÊ>`œ«Ìˆœ˜ÊœvÊ`ˆ}ˆÌ>Ê“i`ˆ>ʈÃÊ`ÀˆÛˆ˜}ÊÀiVœÀ`ÊÀiÛi˜ÕiÃÊvœÀʜ˜ˆ˜iÊ«ÕLˆÃ…iÀÃÊ
>˜`Ê>`ʘiÌܜÀŽÃ]Ê>VVœÀ`ˆ˜}Ê̜Ê̅iʘÌiÀ˜iÌÊ`ÛiÀ̈Ș}ÊÕÀi>ÕÊ­®°Ê
œÀÊ̅iÊwÀÃÌʅ>vʜvÊÓä£Î]Ê1°-°Ê˜ÌiÀ˜iÌÊ>`ÊÀiÛi˜ÕiÃÊÃÕÀ}i`Ê̜ÊfÓä°£ÊLˆˆœ˜]Ê>ʣǰn¯Êˆ˜VÀi>ÃiʜÛiÀÊf£Ç°äÊLˆˆœ˜ÊvœÀÊ̅iÊwÀÃÌÊ
>vʜvÊÓä£ÓÊ­ÃiiÊ/>LiÊx®°ÊœLˆiÊÀiÛi˜ÕiÃÊ}ÀiÜÊvÀœ“Êf£°ÓÊLˆˆœ˜Êˆ˜Ê̅iÊwÀÃÌʅ>vʜvÊÓä£ÓÊ̜ÊfΰäÊLˆˆœ˜ÊvœÀÊ̅iÊÃ>“iÊÓä£ÎÊ
̈“iÊ«iÀˆœ`]Ê>Ê£{{°È¯Êˆ˜VÀi>Ãi°ÊœLˆi½ÃÊ}>ˆ˜Ãʏi`ʈÌÃÊÅ>ÀiʜvÊ̅iʘÌiÀ˜iÌÊ>`ÛiÀ̈Ș}ʓ>ÀŽiÌÊ̜Ê}ÀœÜÊvÀœ“ÊǯÊ̜ʣx¯Ê­ÃiiÊ
/>LiÊÈ®°ÊÃÊ>˜Ê>`ÛiÀ̈Ș}ÊV>Ìi}œÀÞ]ʓœLˆiʈÃʈ˜V…ˆ˜}ÊVœÃiÀÊ̜ÊL>˜˜iÀÊ>`Ã]Ê܅ˆV…Ê}ÀiÜʜ˜ÞÊ{°{¯Êˆ˜ÊÓä£Ó°
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
7Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Table 5: Internet Advertising Revenues (in $M) First Half of 2012 vs. First Half of 2013
Ad Category
First Half 2012
First Half 2013
% Change
Search
fn]£Ón
fn]ÇÓn
Ç°{¯
Display Related
fx]xnÈ
fÈ]äÇn
n°n¯
Banner Ads
fÎ]ÈÓÓ
fÎ]Çnä
{°{¯
Digital Video Comms
f£]äxÎ
f£]ÎäÇ
Ó{°£¯
Rich Media
f{™x
fÈ{ä
ә°Î¯
Sponsorships
f{£È
fÎx£
‡£x°È¯
Mobile
f£]Ó{Ó
fÎ]äÎn
£{{°È¯
Classifieds & Directories
f£]£Èä
f£]ә£
££°Î¯
Lead Generation
fnÎ{
fnxÎ
Ӱί
Email
fÇn
fÇn
‡‡
Total
$17,028
$20,066
17.8%
Note: Display Related includes banner ads, digital video commercials, rich media, and sponsorships.
Source: Internet Advertising Bureau
Table 6: Internet Advertising Market Share, First Half 2012 vs. First Half 2013
First Half of 2012
7%
First Half of 2013
5%
6%
4%
Search
7%
Display Related
48%
15%
43%
Mobile
Classifieds & Directories
Lead Generation
33%
30%
Notes: Display Related includes banner ads, digital video commercials, rich media, and sponsorships.
Email market share is calculated to be 0% and therefore not represented in chart.
Source: Internet Advertising Bureau.
ˆ}ˆÌ>Êۈ`iœÊVœ““iÀVˆ>Ã]ÊÀˆV…Ê“i`ˆ>]Ê>˜`ÊV>ÃÈwi`ÃÊ>˜`Ê`ˆÀiV̜ÀˆiÃÊ>ÊiÝ«iÀˆi˜Vi`Ê`œÕLi‡`ˆ}ˆÌÊ}ÀœÜ̅ʈ˜Ê̅iÊwÀÃÌʅ>vÊ
œvÊÓä£Î°Êˆ}ˆÌ>Ê뜘ÜÀň«ÊÜ>ÃÊ̅iʜ˜ÞʘÌiÀ˜iÌÊ>`ÛiÀ̈Ș}ÊV>Ìi}œÀÞÊ̜ÊÃiiÊÀiÛi˜ÕiÊ`iVˆ˜iʈ˜Ê̅iÊwÀÃÌʅ>vʜvÊÓä£Î°Ê/…iÊ
½ÃÊ̜Ì>Ãʈ˜VÕ`iÊÀiÛi˜ÕiÃÊvÀœ“ÊÜiLÈÌiÃ]Ê>`ʘiÌܜÀŽÃ]ÊVœ““iÀVˆ>Êœ˜ˆ˜iÊÃiÀۈViÃ]ʓœLˆiÊ`iۈViÃ]Êi“>ˆÊ«ÀœÛˆ`iÀÃ]Ê>˜`Ê
œÌ…iÀÊVœ“«>˜ˆiÃÊÃiˆ˜}ʜ˜ˆ˜iÊ>`ÛiÀ̈Ș}°Ê/…iÃiʘՓLiÀÃÊÀi«ÀiÃi˜ÌÊ>ÊÃÕLÃiÌʜvÊ>Ê“i`ˆ>ÊÃiÀۈViÃÊ«ÀœÛˆ`i`ÊLÞÊ>}i˜VˆiÃ]Ê
LÕÌÊ`i“œ˜ÃÌÀ>ÌiʍÕÃÌʅœÜʵՈVŽÞÊ`ˆ}ˆÌ>Ê>`ÛiÀ̈Ș}ÊVœ˜Ìˆ˜ÕiÃÊ̜Ê}ÀœÜ°Ê
œÀÊ̅iÊvՏ‡Þi>ÀÊÓä£Ó]Ê̅iÊÊvœÕ˜`Ê̅>ÌʜÛiÀ>Ê1°-°Ê˜ÌiÀ˜iÌÊ>`ÛiÀ̈Ș}ÊÀiÛi˜ÕiÊÀi>V…i`ÊfÎÈ°ÈÊLˆˆœ˜Êˆ˜ÊÓä£Ó]Ê>Ê£x°Ó¯Ê
ˆ˜VÀi>ÃiʜÛiÀÊfΣ°ÇÊLˆˆœ˜Êˆ˜ÊÓ䣣°Ê
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
8Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Trend #3: The Increasing Complexity of the Client/Agency Ecosystem
`ÛiÀ̈ÃiÀýÊVœ“Lˆ˜i`Ê`i“>˜`ÃÊvœÀÊLœÌ…ÊLiÃ̇œv‡LÀii`ÊV…>˜˜iÊiÝ«iÀ̈ÃiÊ>˜`Ê>ʓœÀiʅœˆÃ̈V]ʈ˜Ìi}À>Ìi`Ê`ˆ}ˆÌ>ÊÃÌÀ>Ìi}ÞÊ
ˆÃÊiÝ«>˜`ˆ˜}Ê̅iÊÈâiÊ>˜`ÊVœ“«i݈ÌÞʜvÊ̅iÊVˆi˜ÌÉ>}i˜VÞÊiVœÃÞÃÌi“°Ê˜ÌiÀ«ÀˆÃiʓ>ÀŽiÌiÀÃ]ʈ˜Ê«>À̈VՏ>À]Ê>ÀiʏœœŽˆ˜}ÊvœÀÊ>˜Ê
œ“˜ˆV…>˜˜iÊ>««Àœ>V…Ê̅>ÌÊ«ÀœÛˆ`iÃÊ>ÊÎÈä‡`i}ÀiiÊۈiÜʜvʓ>ÀŽï˜}Ê>˜`Ê>`ÛiÀ̈Ș}ÊV>“«>ˆ}˜ÃÊqÊLœÌ…Ê`ˆ}ˆÌ>Ê>˜`ʜvyˆ˜iÊqÊ
>ÃÊÜiÊ>ÃÊVÕÃ̜“iÀÊLi…>ۈœÀ]ʏˆviVÞViÃ]Ê>˜`ʏˆvï“iÊÛ>Õi°Ê
/œÊ>V…ˆiÛiÊ̅iÃiÊ}œ>Ã]Êi˜ÌiÀ«ÀˆÃiÊVˆi˜ÌÃÊ>ÀiʅˆÀˆ˜}ʓœÀiÊ>}i˜VˆiÃÊ>˜`Ê̅i˜ÊiÝ«iV̈˜}Ê̅œÃiÊ>}i˜VˆiÃÊ̜ÊVœ>LœÀ>ÌiÊ>˜`Ê
ܜÀŽÊ̜}i̅iÀʓœÀiÊVœÃiÞÊ̜Ê>ˆ}˜Ê`>Ì>ÊVœiV̈œ˜]ÊÕÃi]ʜ«Ìˆ“ˆâ>̈œ˜]Ê>˜`ÊV>“«>ˆ}˜Ê“>˜>}i“i˜Ì°Ê/…iÊVˆi˜ÌÉ>}i˜VÞÊ
iVœÃÞÃÌi“ʈ˜VÀi>Ș}Þʈ˜VÕ`iÃÊ>˜Ê>}i˜VÞʜvÊÀiVœÀ`Ê­",®Ê>ÃÊÜiÊ>ÃÊ«ÕLˆVÊÀi>̈œ˜Ã]Ê**
]Ê-"]ÊÜVˆ>]ÊVÀi>̈Ûi]ÊÃÌÀ>Ìi}Þ]Ê
>˜`ʓi`ˆ>ÊLÕވ˜}Ê>}i˜VˆiÃÊ­ÃiiÊ/>LiÊÇ®°ÊÌÊ̅iÊÃ>“iÊ̈“i]Ê
‡ÃՈÌiÊiÝiVṎÛiÃÊ>ÀiÊ}iÌ̈˜}ʓœÀiʈ˜ÛœÛi`ʈ˜Ê>}i˜VÞÊ
Ài>̈œ˜Ã…ˆ«ÃÊ̜Êi˜ÃÕÀiÊ>VVœÕ˜Ì>LˆˆÌÞÊ>˜`ÊVœœ«iÀ>̈œ˜Êˆ˜Êˆ}…ÌʜvÊLˆ}}iÀÊ`ˆ}ˆÌ>ÊLÕ`}iÌÃÊ>˜`ʓœÀiÊ«>À̘iÀð
Table 7: Increasing Complexity of the Client/Agency Ecosystem
Agency of
Record
(AOR)
SEO
Specialists
Broadcast
Agency
PR/Comms
Agency
Media
Buying
Agency
Advertiser/Client
Brand
Specialists
Creative
Agency
Search/Social
Agency
Source: Third Door Media
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
9Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
A look at Ad Age’s 100 Leading National AdvertisersÊŜÜÃÊ̅>ÌÊ̅iʓ>œÀˆÌÞʜvʘ>̈œ˜>Ê>`ÛiÀ̈ÃiÀÃʅ>ÛiʓՏ̈«iÊ>}i˜VÞÊ
Ài>̈œ˜Ã…ˆ«ÃÊ>˜`]ʈ˜Ê“>˜ÞÊV>ÃiÃ]ÊÃiÛiÀ>Ê>}i˜VˆiÃʓ>˜>}ˆ˜}Ê̅iÊÃ>“iÊV…>˜˜iÃʈ˜VÕ`ˆ˜}Ê`ˆ}ˆÌ>]ÊÜVˆ>]Ê>˜`ÊVÀi>̈Ûi°Ê/>LiÊ
nʈÕÃÌÀ>ÌiÃÊ>ÊÃiiVÌi`ʘՓLiÀʜvʜœ}i½ÃÊ>}i˜VÞÊÀi>̈œ˜Ã…ˆ«ÃÊvœÀʈÌÃÊVœÀ«œÀ>ÌiÊ>`ÛiÀ̈Ș}ÊܜÀŽ°
/…iÃiʓœÀiÊVœ“«iÝÊVˆi˜ÌÉ>}i˜VÞÊiVœÃÞÃÌi“Ãʅ>ÛiÊLÀœÕ}…ÌÊ܈̅Ê̅i“Ê>ʘՓLiÀʜvÊ`>Ì>ʓ>˜>}i“i˜ÌʈÃÃÕiÃ]ʈ˜VÕ`ˆ˜}Ê
µÕiÃ̈œ˜ÃÊ>ÀœÕ˜`Ê`>Ì>Ê>VViÃÃ]ÊÅ>Àˆ˜}]ʈ˜ÌiÀ«ÀiÌ>̈œ˜]Ê>˜`ÊÌÀ>˜Ã«>Ài˜VÞ°Ê
ˆi˜ÌÉ>}i˜VÞÊVœ˜ÌÀ>VÌÃʈ˜VÕ`iʓœÀiʈÀœ˜‡V>`Ê
>}Àii“i˜ÌÃÊ>LœÕÌÊ܅>ÌÊ`>Ì>ÊV>˜ÊœÀÊV>˜˜œÌÊLiÊÅ>Ài`Ê܈̅ˆ˜Ê̅iÊiVœÃÞÃÌi“°Ê/…iÊyœÜʜvÊ`>Ì>Ê̜Ê>˜`ÊvÀœ“Ê̅iÊVˆi˜ÌÊ܈̅Ê
`ˆÃ«>À>ÌiÊ>}i˜VˆiÃʈÃʜvÌi˜Ê“>˜>}i`ÊLÞʈ˜ÌiÀ˜>Ê“>ÀŽï˜}ÊÃÌ>vv°ÊÛi˜Ê܅i˜Êi}>ÞÊVi>Ài`]ʅœÜiÛiÀ]Ê`>Ì>ÊÅ>Àˆ˜}Ê>VÀœÃÃÊ
>}i˜VˆiÃʜÀÊV…>˜˜iÃʜvÌi˜ÊÀiÃՏÌÃʈ˜Ê`>Ì>Ê}>«ÃÊ>˜`Ê«œœÀÊ`>Ì>ʅÞ}ˆi˜i]Ê܅ˆV…ÊV>˜ÊVœ“«Àœ“ˆÃiÊÀiÃՏÌðÊ
˜Ê“œÃÌÊV>ÃiÃ]Ê`ˆ}ˆÌ>ÊÌiV…˜œœ}ÞÊ«>ÌvœÀ“ÃÊ>Àiʓ>˜>}i`ÊLÞÊ̅iÊ>}i˜VÞʺVœÃiÃÌÊ̜Ê̅iÊÌiV…˜œœ}޻ʜÀÊiÝiVṎ˜}Ê̅iÊ
“>ÀŽï˜}Ê«Àœ}À>“ÃÊ܈̅ˆ˜Ê̅iÊ`ˆÃVˆ«ˆ˜iÊ­ˆ°i°ÊÃi>ÀV…ÊœÀʓœLˆi®°ÊœÜiÛiÀ]ʈ˜`ÕÃÌÀÞÊiÝiVṎÛiÃÊ>}ÀiiÊ̅>ÌÊ̅iÀiÊ>ÀiʘœÊVi>ÀÊ
`>Ì>‡Ã…>Àˆ˜}ÊÀՏiÃʜÀÊ}Ո`iˆ˜iðÊÌÊ܈ÊÌ>ŽiÊ̈“iÊLivœÀiÊVœ“«Ài…i˜ÃˆÛiÊLiÃÌÊ«À>V̈ViÃÊi“iÀ}iÊ̜ʅi«ÊVˆi˜ÌÃÊ>˜`Ê>}i˜VˆiÃÊ
ÜÀÌÊ̅ÀœÕ}…Ê̅iÃiÊVÀˆÌˆV>ÊˆÃÃÕið
Table 8: Selected Google Corporate Advertising Agency Relationships
Creative
72andSunny
Johannes Leonardo
Bartle, Bogle,
Hegarty
Mullen
Public Relations
Republica
Mullen
Digital
AKQA
Blue State Digital
Huge
Mekanism
Mullen
Media Buying
PHD
CRM
Google
MRM
RAPP
Events, Engagement
& Promotion
Tenthwave Digital
TBA Global
Source: Ad Age DataCenter, Third Door Media
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
10Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
œœÃˆ˜}Ê>ʈ}ˆÌ>Ê}i˜VÞ
1Ìˆ“>ÌiÞ]Ê̅iÊ`iVˆÃˆœ˜Ê̜ʅˆÀiÊ>Ê`ˆ}ˆÌ>Ê>}i˜VÞʈÃÊ>ÊÈ}˜ˆwV>˜Ìʈ˜ÛiÃ̓i˜ÌÊ̅>ÌÊÀiµÕˆÀiÃÊ>ÊÀˆ}œÀœÕÃÊiÛ>Õ>̈œ˜ÊœvÊޜÕÀÊ
LÕȘiÃýÃÊ>˜`Ê>˜ÞÊ«œÌi˜Ìˆ>Ê>}i˜VÞÊ«>À̘iÀ½Ãʘii`Ã]ÊÀiÜÕÀViÃ]Ê>˜`ÊVՏÌÕÀiðÊ/…iÊvœœÜˆ˜}ÊÃiV̈œ˜ÃÊ`ˆÃVÕÃÃÊwÛiÊÃÌi«ÃÊ
ˆ˜ÛœÛi`ʈ˜Ê“>Žˆ˜}Ê>ʓœÀiʈ˜vœÀ“i`Ê>˜`ÊÃÕVViÃÃvՏÊV…œˆVi°
Step One: Company Self-Assessment – Do You Need a Digital Agency?
iVˆ`ˆ˜}Ê܅i̅iÀʜÀʘœÌÊޜÕÀÊVœ“«>˜Þʘii`ÃÊ̜ʅˆÀiÊ>Ê`ˆ}ˆÌ>Ê>}i˜VÞÊV>ÃÊvœÀÊ̅iÊÃ>“iÊiÛ>Õ>̈ÛiÊÃÌi«Ãʈ˜ÛœÛi`ʈ˜Ê>˜ÞÊ
È}˜ˆwV>˜Ìʈ˜ÛiÃ̓i˜Ì]ʈ˜VÕ`ˆ˜}Ê>ÊVœ“«Ài…i˜ÃˆÛiÊÃiv‡>ÃÃiÃÓi˜ÌʜvÊޜÕÀʜÀ}>˜ˆâ>̈œ˜½Ãʈ˜ÌiÀ˜>ÊÃÌÀi˜}̅Ã]ÊV…>i˜}iÃ]Ê>˜`Ê
˜ii`ÃÊvÀœ“Ê>ÊLÕȘiÃÃ]ÊÃÌ>vw˜}]Ê>˜`ÊÌiV…˜œœ}ÞÊ«iÀëiV̈Ûi°Ê/…ˆÃʈ˜VÕ`iÃÊ>˜ÃÜiÀˆ˜}ʵÕiÃ̈œ˜ÃÊÃÕV…Ê>Ã\Ê
UÊ 7…>ÌÊ>ÀiÊ̅iÊ«Àˆ“>ÀÞʜLiV̈ÛiÃÊÜiÊÜ>˜ÌÊ̜Ê>V…ˆiÛi¶Ê7œÀŽˆ˜}Ê܈̅Ê>˜Ê>}i˜VÞÊV>˜Ê…i«Ê>`ÛiÀ̈ÃiÀÃÊ̅>ÌÊ>ÀiʏœœŽˆ˜}Ê
̜ÊÃV>iÊ̅iˆÀÊ`ˆ}ˆÌ>Êˆ˜ˆÌˆ>̈ÛiÃÊLÕÌʏ>VŽÊi˜œÕ}…ʈ˜‡…œÕÃiÊÀiÜÕÀViÃÊ̜Ê`œÊܰʈ˜`ÊV>ÀˆÌÞÊ>˜`ÊVœ˜Ãi˜ÃÕÃʜ˜Ê܅>ÌÊޜսÀiÊ
œœŽˆ˜}Ê̜Ê>V…ˆiÛi°ÊvÊޜÕÀÊ`ˆ}ˆÌ>Ê«Àœ}À>“ÃÊ>ÀiÊv>ˆ˜}ÊŜÀÌʜvʓ>˜>}i“i˜Ì½ÃÊ,"Ê}œ>Ã]Ê>˜Ê>}i˜VÞ½ÃÊiÝ«iÀ̈Ãiʓ>ÞÊLiÊ
>LiÊ̜ʅi«ÊޜÕʈ“«ÀœÛiÊV>“«>ˆ}˜ÊœÀÊV…>˜˜iÊÀiÃՏÌð
UÊ œÊÜiʘii`Ê>ÊvՏ‡ÃiÀۈViÊ>}i˜VÞʜÀÊëiVˆ>ˆÃ̶Ê/À>`ˆÌˆœ˜>Þ]Ê>`ÛiÀ̈ÃiÀÃʅ>ÛiʅˆÀi`Ê>˜Ê",Ê̜ʅ>˜`iÊ>ÊœvÊ̅iˆÀÊ
>`ÛiÀ̈Ș}ʘii`ðÊÕÌʜ˜i‡Ã̜«Ê>`ÛiÀ̈Ș}ÊŜ«Ãʓ>ÞʘœÌÊÀi«ÀiÃi˜ÌÊLiÃ̇œv‡LÀii`ÊiÝ«iÀ̈Ãiʈ˜ÊiÛiÀÞÊ`ˆ}ˆÌ>ÊV…>˜˜i°Ê
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“Տ̈«iÊ>}i˜VˆiÃʈÃÊ̜œÊVՓLiÀܓiʜÀÊiÝ«i˜ÃˆÛi]Ê>ÊvՏ‡ÃiÀۈViÊ`ˆ}ˆÌ>Ê>}i˜VÞʓ>ÞÊLiÊ̅iÊÀˆ}…ÌÊV…œˆVi°
UÊ 7…œÊ܈Ê“>˜>}iÊ̅iÊ>}i˜VÞÊÀi>̈œ˜Ã…ˆ«¶ÊÛiÀÞÊÃÕVViÃÃvՏʫ>À̘iÀň«Ê˜ii`ÃÊ>ÊV…>“«ˆœ˜Ê܅œÊˆÃʈ˜ÛiÃÌi`ʈ˜Ê̅>ÌÊ
«>À̘iÀň«½ÃÊÃÕVViÃÃÊ>˜`ÊV>˜Ê«ÕÊ̜}i̅iÀÊ̅iÊ`ˆÃ«>À>ÌiÊ}ÀœÕ«ÃÊ̅>Ìʅ>ÛiÊ>ÊÃÌ>Žiʈ˜Ê̅iʜÕÌVœ“iʜÀÊ>ÊÀœiÊ̜ʫ>Þ°Ê
œÀÊiÝ>“«i]ʓ>ÀŽiÌiÀÃʓ>ÞÊۜˆViÊ`ˆvviÀi˜ÌÊÜ>˜ÌÃÊ>˜`ʘii`ÃÊ̅>˜Ê>˜Ê/Ê`i«>À̓i˜Ì]ÊLÕÌÊLœÌ…Ê“>ÞÊLiʈ“«œÀÌ>˜ÌÊ̜Ê
V>“«>ˆ}˜Ê`iÛiœ«“i˜ÌÊ>˜`ÊiÝiVṎœ˜°ÊÞÊ`iÈ}˜>̈˜}Ê>ʺ«œˆ˜ÌÊ«iÀܘ»Ê܈̅ˆ˜Ê̅iÊLÕȘiÃÃÊiÛi˜ÊLivœÀiÊޜÕÊÃi˜`ʜÕÌÊ
>˜Ê,*]ÊޜÕÊ܈Êi˜ÃÕÀiÊ̅iÊÃÌi>`ÞÊyœÜʜvʈ˜vœÀ“>̈œ˜Ê̅ÀœÕ}…œÕÌÊ̅iÊ«ÀœViÃÃÊÜÊ̅>ÌÊiÝ«iVÌ>̈œ˜ÃÊ>ÀiʓiÌ°
ÌʈÃÊ>ÃœÊۈÌ>Ê̜Ê>ÃÃiÃÃÊޜÕÀʜܘÊLÕȘiÃýÃÊVՏÌÕÀiÊ>˜`Ê«ÀˆœÀˆÌˆiÃÊLivœÀiÊLi}ˆ˜˜ˆ˜}Ê̅iÊÃiiV̈œ˜Ê«ÀœViÃðʜÀÊiÝ>“«i]Ê
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˜œÌ]ÊޜսÊÜ>˜ÌÊ̜Êëi>ŽÊ̜ʓœÀiÊ>}i˜VˆiÃÊ܈̅ÊÃÌÀœ˜}ʜÀÊ«Àœ«ÀˆiÌ>ÀÞÊ>˜>Þ̈V>Ê̜œÃʜÀÊV>«>LˆˆÌˆiðÊiÀiÊ>ÀiÊÃiÛiÀ>ÊœÌ…iÀÊ
v>V̜ÀÃÊ̜ÊVœ˜Ãˆ`iÀ\
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«Àœ>V̈ÛiÊޜսÊÜ>˜ÌÊ̅i“Ê̜ÊLiÊÀi}>À`ˆ˜}Ê>˜ÞÊV>“«>ˆ}˜ÃÊ̅>ÌÊ>Ài˜½ÌÊ}œˆ˜}Ê>VVœÀ`ˆ˜}Ê̜ʫ>˜°Ê
Flexibility:ʜÜÊyi݈LiÊ>˜`Ê>VVœ““œ`>̈˜}Ê`œÊޜÕʘii`Ê>˜Ê>}i˜VÞÊ̜ÊLi¶Ê˜‡…œÕÃiʓ>ÀŽï˜}ÊÌi>“ÃʜvÌi˜ÊiÝ«iÀˆi˜ViÊ
ÃVœ«iÊVÀii«]Ê܅ˆV…ÊV>˜ÊVÀi>ÌiʓˆÃÃi`Ê`i>`ˆ˜iÃÊ>˜`ÊLÕ`}iÌʜÛiÀÀ՘ÃÊvœÀÊ̅iˆÀÊ>}i˜VˆiÃ°Ê œÌÊ>Ê>}i˜VˆiÃʅ>ÛiÊ̅iÊ
ÃÌ>vvʜÀʈ˜Vˆ˜>̈œ˜Ê̜ÊÃ܈ÌV…Ê}i>ÀÃʓˆ`‡V>“«>ˆ}˜Ê܅i˜ÊVˆi˜ÌÃÊÀiµÕiÃÌÊV…>˜}iðÊvʈ̽Ãʈ“«œÀÌ>˜ÌÊ̜ÊޜÕÊ̅>ÌÊ>˜Ê>}i˜VÞÊ
>VVœ““œ`>ÌiÃÊޜÕÀÊ܈ÅiÃ]ÊiÛi˜ÊˆvʈÌÊVœÃÌÃÊ̈“iÊ>˜`ʓœ˜iÞ]ʓ>ŽiÊÃÕÀiÊ̜ÊÃ>ÞÊÜÊÕ«ÊvÀœ˜Ì°Ê
Communication:ʜÜʓÕV…ÊVœ““Õ˜ˆV>̈œ˜Ê`œÊޜÕÊÜ>˜ÌʜÀʘii`¶ÊœÜʈ“«œÀÌ>˜ÌʈÃÊ̅iÊ}iœ}À>«…ˆVʏœV>̈œ˜ÊœvÊޜÕÀÊ
>}i˜VÞ¶Ê9œÕʓ>ÞÊLiÊ̅iÊÌÞ«iÊ̜Ê>ÎÊ>ʏœÌʜvʵÕiÃ̈œ˜ÃʜÀÊÜ>˜ÌÊ̜ʅ>ÛiÊ«iÀˆœ`ˆVʈ˜‡«iÀܘʓiï˜}ðÊvÊÜ]ʏœœŽÊvœÀÊ>˜Ê
>}i˜VÞÊ̅>Ìʅ>ÃÊ>˜ÊœvwViÊVœÃiÊ̜ÊޜÕÀʏœV>̈œ˜Ê>˜`ÊÜiVœ“iÃÊ̅iÊvÀiµÕi˜Ìʈ˜ÌiÀ>V̈œ˜°ÊvÊޜսÀiʏœœŽˆ˜}ÊvœÀÊ>ʓœÀiÊÌÕÀ˜‡ŽiÞÊ
Ài>̈œ˜Ã…ˆ«]ʏœV>̈œ˜Êܜ˜½ÌÊLiÊ>Ãʈ“«œÀÌ>˜ÌÊ>ÃÊ̅iÊVœ˜w`i˜ViÊ>˜`ÊΈÊœvÊ̅iÊ>VVœÕ˜ÌÊÌi>“Ê“>˜>}ˆ˜}ÊޜÕÀÊLÕȘiÃð
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
11Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Step Two: Understand Agency Fee Structures
}i˜VÞÊvÀiiÊÃÌÀÕVÌÕÀiÃÊÛ>ÀÞÊ܈`iÞ]ÊiÛi˜Ê܈̅ˆ˜ÊVˆi˜ÌÊ>VVœÕ˜ÌðÊÌʈÃʘœÌÊ՘Vœ““œ˜ÊvœÀÊ>ÊVˆi˜ÌÊ̜ÊVœ“«i˜Ã>ÌiÊ̅iˆÀÊ>}i˜VÞÊ
ÕȘ}Ê`ˆvviÀi˜ÌÊviiÊÃÌÀÕVÌÕÀiÃÊvœÀÊ`ˆvviÀi˜ÌÊÌÞ«iÃʜvʓi`ˆ>ÊV>“«>ˆ}˜Ã°ÊœÀÊiÝ>“«i]Ê>ÊVœ““œ˜Ê>}i˜VÞÊviiʓœ`iÊvœÀÊ«>ˆ`Ê
“i`ˆ>ÊܜÀŽÊˆÃÊ«iÀVi˜Ì>}iʜvÊëi˜`°Ê/Þ«ˆV>Þ]Ê>˜Ê>}i˜VÞÊ܈ÊLiÊ«>ˆ`Ê£ä‡Óä¯ÊœvÊ>ÊVˆi˜Ì½ÃÊ`ˆ}ˆÌ>Ê“i`ˆ>Êëi˜`ʜ˜Ê«>ˆ`Ê
Ãi>ÀV…ÊœÀÊ`ˆÃ«>ÞÊ>`ÛiÀ̈Ș}ÊV>“«>ˆ}˜Ã°Ê-“>iÀÊVˆi˜ÌÃʓ>ÞÊ«>ÞÊ>ʅˆ}…iÀÊ«iÀVi˜Ì>}i]Ê܅ˆiÊi˜ÌiÀ«ÀˆÃiÊVˆi˜ÌÃʓ>ÞÊ«>ÞÊ>Ê
Ó>iÀÊ«iÀVi˜Ì>}iÊ`ÕiÊ̜Ê̅iʏ>À}iÀÊ`œ>ÀÊۜÕ“iʜvÊ̅iˆÀÊ>VVœÕ˜ÌðÊ
ii‡L>Ãi`ʜÀÊÀiÌ>ˆ˜iÀ‡L>Ãi`ʓœ`iÃÊ>ÀiʵՈVŽÞÊ}>ˆ˜ˆ˜}ÊÌÀ>V̈œ˜]ʓœÃÌʜvÌi˜Ê>ÌÊ̅iÊiÝ«i˜ÃiʜvÊVœ““ˆÃȜ˜‡L>Ãi`Ê
Vœ“«i˜Ã>̈œ˜Ê>“œ˜}ʏ>À}iÊLÀ>˜`ÃÊ>˜`Ê̅iˆÀÊ>}i˜VˆiðÊ/…iÊÃÜVˆ>̈œ˜ÊœvÊ >̈œ˜>Ê`ÛiÀ̈ÃiÀýÊÓä£ÎÊTrends in Agency
Compensation SurveyÊvœÕ˜`Ê̅>ÌÊvii‡L>Ãi`Ê>}Àii“i˜ÌÃʅ>ÛiÊ}ÀœÜ˜Ê̜Ên£¯ÊœvÊ>ÊVœ“«i˜Ã>̈œ˜Ê>}Àii“i˜ÌÃ]Ê܅ˆiÊ
Vœ““ˆÃȜ˜‡L>Ãi`ÊVœ“«i˜Ã>̈œ˜Ê…>ÃÊv>i˜Ê̜ʍÕÃÌÊx¯ÊœvÊ>ÊVœ“«i˜Ã>̈œ˜Ê>}Àii“i˜ÌðÊ/…iÊÌܜÊVœ“«i˜Ã>̈œ˜Ê“œ`iÃÊ
>ÛiÊLii˜Êœ˜Êœ««œÃˆÌiÊÌÀ>iV̜ÀˆiÃÊȘViÊ£™™{]Ê>VVœÀ`ˆ˜}Ê̜Ê̅iÊ ÊÃÕÀÛiÞ]Ê܅i˜ÊVœ““ˆÃȜ˜‡L>Ãi`ʓœ`iÃÊÀi«ÀiÃi˜Ìi`Ê
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ii‡L>Ãi`ʓœ`iÃʅ>ÛiÊLiVœ“iʓœÀiÊ>ÌÌÀ>V̈ÛiÊLiV>ÕÃiÊ̅iÞÊ«ÀœÛˆ`iÊ«Ài`ˆVÌ>LiÊiÝ«i˜ÃiÃÊvœÀʓ>ÀŽiÌiÀÃÊ>˜`Ê>`ÛiÀ̈ÃiÀÃ]Ê
«>À̈VՏ>ÀÞʜ˜Êœ˜}‡ÌiÀ“Ê>VVœÕ˜ÌÃÊ̅>ÌÊÀiµÕˆÀiʜ˜}œˆ˜}ʓ>ˆ˜Ìi˜>˜Vi]ÊÃÕV…Ê>Ãʓœ˜ˆÌœÀˆ˜}Ê-"ÊÀ>˜Žˆ˜}ÃʜÀÊÜVˆ>Ê“i`ˆ>Ê
Vœ˜Ìi˜Ì°Ê,iÌ>ˆ˜iÀÃʓ>ÞÊ>ÃœÊi˜VœÕÀ>}iÊ>}i˜VˆiÃÊ̜ÊÌiÃÌʘiÜÊV>“«>ˆ}˜ÊÃÌÀ>Ìi}ˆiÃÊ>˜`ÊÌ>V̈VÃ]ʎ˜œÜˆ˜}Ê̅>ÌÊ̅iÞÊ܈ÊLiÊ
Vœ“«i˜Ã>Ìi`ÊvœÀÊ̅iˆÀÊ̈“iÊÀi}>À`iÃÃʜvÊÀiÃՏÌðÊ
>V…ÊviiÊÃÌÀÕVÌÕÀiʅ>ÃÊ>`Û>˜Ì>}iÃÊ>˜`ÊV…>i˜}iÃÊvœÀÊ`ˆvviÀi˜ÌÊÌÞ«iÃʜvʓi`ˆ>Ê­ÃiiÊ/>LiÊn®°Ê>˜ÞÊ>}i˜VˆiÃÊÕÃiÊ̈“i‡L>Ãi`Ê
«ÀˆVˆ˜}]Ê܅ˆV…ʈÃÊL>Ãi`ʜ˜Ê>ÊÃiÌʅœÕÀÞÊviiÊ̜ÊÌÀ>VŽÊ>Ê̈“iÊëi˜Ìʜ˜Ê>ÊVˆi˜Ì½ÃÊi>À˜i`Ê>˜`ʜܘi`ʓi`ˆ>Ê>VVœÕ˜ÌÃÊÃÕV…Ê>ÃÊ
-"ʜÀÊÜVˆ>°Ê˜Ê̅iÃiÊÌÞ«iÃʜvÊ>ÀÀ>˜}i“i˜ÌÃ]ʈÌʈÃʈ“«œÀÌ>˜ÌÊvœÀÊ̅iÊVˆi˜ÌÊ>˜`Ê>}i˜VÞÊ̜Ê`ˆÃVÕÃÃÊ>˜`ʘi}œÌˆ>Ìiʓˆ˜ˆ“Õ“ÃÊ
>˜`Ê«iÀ…>«Ãʓ>݈“Õ“ÃÊ̜Êv>VˆˆÌ>ÌiÊLÕ`}iÌÊ«>˜˜ˆ˜}°Ê
ˆi˜ÌÃʓÕÃÌÊ>ÃœÊLiÊۈ}ˆ>˜ÌÊ>LœÕÌÊ>}i˜VÞÊÃÌ>vvÊivwVˆi˜VÞ]ÊȘViÊ̅iÊ
>}i˜VÞʈÃÊ«>ˆ`ÊvœÀÊ>˜Ê>}Àii`‡Õ«œ˜Ê˜Õ“LiÀʜvʅœÕÀÃ]ÊÀi}>À`iÃÃʜvʅœÜʓÕV…ÊܜÀŽÊˆÃÊ>VVœ“«ˆÃ…i`°
Table 8: Selected Digital Agency Fee Structures
Fee Model
Most Appropriate Media
Advantages
Challenges
Percentage of spend
*>ˆ`ʓi`ˆ>Ê­**
]Ê`ˆÃ«>Þ®
Ý«i˜ÃiÊ«Ài`ˆVÌ>LˆˆÌÞ°
}i˜VÞÊ}œ>Ê̜ʈ˜VÀi>ÃiÊëi˜`ˆ˜}Ê>˜`Ê
“i`ˆ>ÊLÕÞÃʓ>ÞÊÀiÃՏÌʈ˜Ê…ˆ}…iÀÊVœÃÌÃÊ
LÕÌÊ`i«ÀiÃÃÊ,"°Ê
Time based
>À˜i`Ê>˜`ʜܘi`ʓi`ˆ>Ê
­-"]ÊÜVˆ>]ʓœLˆi®
i}œÌˆ>Ìi`ʅœÕÀÞÊviiÊ
>ÃÃÕÀiÃÊVˆi˜ÌʈÃʜ˜ÞÊ«>ވ˜}Ê
vœÀÊ>VÌÕ>Ê̈“iÊ«ÕÌʈ˜ÌœÊ
>VVœÕ˜ÌÊܜÀŽ°
iÃÃÊ«Ài`ˆVÌ>LiÊiÝ«i˜ÃiÃÊ̅>ÌÊ`i«i˜`Ê
œ˜ÊV>“«>ˆ}˜ÃÊLiˆ˜}ÊÀ՘ʜ˜Ê̈“iʜÀʈ˜Ê
>Ê«>À̈VՏ>ÀÊ̈“iÊvÀ>“i°Ê+ÕiÃ̈œ˜Ãʓ>ÞÊ
i“iÀ}iÊ>LœÕÌÊ܅i̅iÀÊ>VVœÕ˜ÌÊÃÌ>vvʈÃÊ
ܜÀŽˆ˜}ÊivwVˆi˜ÌÞ°
Fee-based or Retainer
"ܘi`Ê>˜`Êi>À˜i`Ê­-"]Ê
ÜVˆ>]ʓœLˆi®
œ˜ÃˆÃÌi˜Ì]Ê«Ài`ˆVÌ>LiÊ
iÝ«i˜ÃiðÊ>ÞÊi˜VœÕÀ>}iÊ
“œÀiʏœ˜}‡ÌiÀ“]ÊÃÌÀ>Ìi}ˆVÊ
̅ˆ˜Žˆ˜}ÊLiV>ÕÃiÊ>}i˜VÞʈÃÊ
«>ˆ`ÊÀi}>À`iÃÃʜvÊÀiÃՏÌð
>À}iÊëi˜`ˆ˜}ʜÀÊLÕ`}iÌÊV…>˜}iÃÊ
“>ÞʘiViÃÈÌ>ÌiÊÀi˜i}œÌˆ>̈˜}ÊviiðÊ
+ÕiÃ̈œ˜Ãʓ>ÞÊi“iÀ}iÊ>LœÕÌÊ܅i̅iÀÊ
>VVœÕ˜ÌÊÃÌ>vvʈÃÊܜÀŽˆ˜}ÊivwVˆi˜ÌÞʜÀÊ
i˜œÕ}…Ê…œÕÀð
Performance-based
*>ˆ`Ê>˜`Êi>À˜i`ʓi`ˆ>Ê­*>ˆ`Ê
Ãi>ÀV…]Ê`ˆÃ«>Þ]ÊܓiÊÜVˆ>®
}i˜VÞÊÅ>ÀiÃÊÀˆÃŽÊ܈̅Ê
̅iÊVˆi˜Ìʜ˜ÊV>“«>ˆ}˜Ê
«iÀvœÀ“>˜Vi°Ê
ÀiµÕi˜ÌÊÀi˜i}œÌˆ>̈˜}Ê`ÕiÊ̜ʜÛiÀ‡ÊœÀÊ
՘`iÀ«iÀvœÀ“ˆ˜}ÊV>“«>ˆ}˜Ã°ÊÊ}i˜VÞÊ
“>ÞÊÃ̈VŽÊ̜ʺÌÀˆi`Ê>˜`ÊÌÀÕi»ÊÌ>V̈VÃÊ̜Ê
}Õ>À>˜ÌiiÊÀiÛi˜Õi]ÊÀ>̅iÀÊ̅>˜ÊœœŽÊ>ÌÊ
œ˜}‡ÌiÀ“ÊÀiÃՏÌÃʜÀÊÃÌÀ>Ìi}Þ°
Source: Third Door Media
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
12Ê
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M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
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M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
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M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
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՘`iÀÃÌ>˜`Ê>˜`Ê>}Àiiʜ˜Ê>ÊviiÊÃÌÀÕVÌÕÀiÊ̅>ÌÊ܈Êi>ÛiÊLœÌ…ÊVˆi˜ÌÊ>˜`Ê>}i˜VÞÊviiˆ˜}ÊÃiÀÛi`Ê>˜`Êv>ˆÀÞÊVœ“«i˜Ã>Ìi`°
UÊ Deliverables: >ŽiÊÃÕÀiÊ̅>ÌÊޜÕÊ>˜`Ê̅iÊ>}i˜VÞÊޜÕÊÃiiVÌÊ`iw˜iʜLiV̈ÛiÃÊ>˜`ÊiÛ>Õ>̈œ˜ÊVÀˆÌiÀˆ>ÊbeforeÊÈ}˜ˆ˜}Ê
>ÊVœ˜ÌÀ>VÌ°Ê9œÕÊ`œ˜½ÌÊÜ>˜ÌÊ̜ÊLiʏivÌÊܜ˜`iÀˆ˜}]ʓœ˜Ì…Ê>vÌiÀʓœ˜Ì…]Ê܅i̅iÀÊ̅iÊ>}i˜VÞʈÃÊ«Àœ`ÕVˆ˜}ÊÀiÃՏÌðÊ9œÕÀÊ
>}i˜VÞÊŜՏ`ÊLiÊ>LiÊ̜ÊŜÜÊޜÕÊ>˜>Þ̈VÃʜ˜Ê>ÊÀi}Տ>ÀÊL>ÈÃÊ>˜`ʓ>ŽiÊÃÕ}}iÃ̈œ˜ÃÊ>˜`Ê>`ÕÃ̓i˜ÌÃʜ˜Ê̅iÊyްʜÜÊ
V>˜ÊޜÕʎ˜œÜÊ܅>̽ÃÊܜÀŽˆ˜}Ê>˜`ʘœÌÊܜÀŽˆ˜}ʈvÊޜÕÊ>Ài˜½ÌÊ>˜>Þ∘}ÊÀi«œÀÌÃʜ˜Ê>ÊVœ˜ÃˆÃÌi˜ÌÊL>ÈöʜVÕÃʘœÌʜ˜Þʜ˜Ê
ÃÌ>̈Ã̈VÃ]ÊLÕÌÊ>ÃœÊœ˜ÊVœ˜ÃՓiÀÊÃi˜Ìˆ“i˜Ì°ÊœÀÊiÝ>“«i]Ê܅>ÌÊ>ÀiÊv>˜ÃʜvÊޜÕÀÊLÀ>˜`ÊÃ>ވ˜}Ê>˜`Ê`œˆ˜}ʈ˜ÊÀi>̈œ˜Ê̜Ê̅iÊ
ÜVˆ>Ê“i`ˆ>ÊV>“«>ˆ}˜¶Ê/…ˆÃÊÌÞ«iʜvÊvii`L>VŽÊ܈Ê>œÜÊޜÕÊ̜Ê>``ÀiÃÃÊVœ˜ViÀ˜Ã]ʈ˜ˆÌˆ>ÌiÊVœÕÀÃiÊVœÀÀiV̈œ˜Ã]Ê>˜`ÊLiÌÌiÀÊ
iÃ̈“>ÌiÊޜÕÀʘiÝÌʓœÛiðÊ
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
15Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Creating a Decision Matrix
9œÕʓ>ÞÊw˜`ʈÌʅi«vՏÊ̜ÊVÀi>ÌiÊ>ʺ`iVˆÃˆœ˜Ê“>ÌÀˆÝ»Ê̜Ê`iVˆ`iÊ܅ˆV…ÊœvÊ̅iÃiÊv>V̜ÀÃÊ>ÀiʓœÃÌʈ“«œÀÌ>˜ÌÊ̜ÊޜÕÀÊLÕȘiÃÃÊ
}œ>Ã°ÊÊ`iVˆÃˆœ˜Ê“>ÌÀˆÝʈÃÊ>ÊV…>ÀÌʏˆÃ̈˜}Ê̅iÊ>ÌÌÀˆLÕÌiÃÊޜÕÊ>ÀiÊÃiiŽˆ˜}ʈ˜Ê>Ê`ˆ}ˆÌ>Ê>}i˜VÞ]Ê>˜`ʈ˜VÕ`iÃÊ>ÊÜiˆ}…̈˜}Êv>V̜ÀÊ
vœÀÊi>V…Ê>ÌÌÀˆLÕÌi]Ê>ÊÃVœÀiÊvÀœ“Ê䇣äÊvœÀÊi>V…Ê>ÌÌÀˆLÕÌi]Ê>˜`Ê̅iÊÜiˆ}…Ìi`ÊÃVœÀiÊ­i°}°]Ê̅iÊÃVœÀiʓՏ̈«ˆi`ÊLÞÊ̅iÊÜiˆ}…̈˜}Ê
v>V̜À®°Ê9œÕÊ܈Ê>``Ê̅iÊÜiˆ}…Ìi`ÊÃVœÀiÃÊ̜}i̅iÀÊ̜Ê>ÀÀˆÛiÊ>ÌÊ>Ê̜Ì>ÊÃVœÀiÊ̅>ÌÊV>˜Ê>ˆ`ʈ˜Ê`ˆvviÀi˜Ìˆ>̈˜}ÊܓiÊÃii“ˆ˜}ÞÊ
ȓˆ>ÀÊ>}i˜VÞÊVœ“«ï̜ÀÃÊ­ÃiiÊ/>Liʙ®°
Table 9: Sample Agency Decision Matrix
Attribute
(Weighting factor)
Agency X
Score
Agency X
Weighted Score
Agency Y
Score
Agency Y
Weighted Score
Agency Z
Score
Agency Z
Weighted Score
Creative (2)
5
10
6
12
8
16
Deliverables (2)
8
16
6
12
7
14
Agency expertise (4)
8
32
7
28
7
28
Staff/Talent (3)
7
21
8
24
™
27
Client references (4)
7
28
7
28
5
5
Client support (3)
6
18
8
24
8
24
Pricing (1)
8
8
7
7
5
5
Total Weighted Score
133
135
142
Source: Stephan Spencer, Third Door Media
Step Five: Negotiate Contract Terms
œ˜ÌÀ>VÌʏi˜}̅ÊV>˜ÊœvÌi˜ÊLiÊ>ÊÃ̈VŽˆ˜}Ê«œˆ˜Ìʈ˜Ê˜i}œÌˆ>̈œ˜Ã°ÊivœÀiÊÈ}˜ˆ˜}Ê>˜ÞÊVœ˜ÌÀ>VÌ]ÊޜÕÊŜՏ`ÊVi>ÀÞÊ՘`iÀÃÌ>˜`Ê̅iÊ
«ÀˆVˆ˜}]ÊVœ˜ÌÀ>VÌʏi˜}̅]Ê>˜`ÊÀi˜iÜ>ÊÃÌ>ÌÕðÊ>˜ÞÊ>`ÛiÀ̈ÃiÀÃÊÜ>˜ÌÊ̅iÊyi݈LˆˆÌÞʜvÊ>ʓœ˜Ì…‡Ìœ‡“œ˜Ì…ÊVœ˜ÌÀ>V̰ʜÜiÛiÀ]Ê
>}i˜VˆiÃÊÕÃÕ>ÞÊÜ>˜Ìʏœ˜}iÀÊVœ˜ÌÀ>VÌÃÊ̜Êi˜ÃÕÀiÊÀiÛi˜ÕiÊyœÜ°Ê"˜iÊv>V̜ÀÊ̜ÊVœ˜Ãˆ`iÀʈÃÊ̅>Ìʓ>˜ÞÊ`ˆ}ˆÌ>ÊV>“«>ˆ}˜Ã]Ê
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>``ˆÌˆœ˜>ÊLՈÌ‡ˆ˜ÊVœÃÌÃÊ­ˆ°i°]ÊÜiLÈÌiÊ`iÈ}˜]Ê`œ“>ˆ˜Ê˜>“iÊ«ÀœVÕÀi“i˜Ì]ÊV>‡ÌÀ>VŽˆ˜}ʘՓLiÀÃ]ÊiÌV°®Ê̅i˜Ê>˜Ê>˜˜Õ>Ê
Vœ˜ÌÀ>VÌʓ>ÞÊLiʘiViÃÃ>ÀÞ°Ê-œ“ï“iÃÊ>˜˜Õ>ÊVœ˜ÌÀ>VÌÃÊV>˜Êˆ˜VÕ`iÊ>Ê̅Àii‡“œ˜Ì…Êœ«Ì‡œÕÌÊ«ÀœÛˆÃˆœ˜°Ê
iVˆ`iʈvÊޜÕÊÜ>˜ÌÊ>˜ÊºiÛiÀ}Àii˜»ÊVœ˜ÌÀ>VÌ]Ê>ÃœÊŽ˜œÜ˜Ê>ÃÊ>˜Ê>Õ̜‡Ài˜iÜ>ÊVœ˜ÌÀ>V̰ʘÊ̅ˆÃÊÃVi˜>Àˆœ]Ê̅iʈ˜ˆÌˆ>ÊVœ˜ÌÀ>VÌʈÃÊ
>Õ̜“>̈V>ÞÊÀi˜iÜi`ʈvʘiˆÌ…iÀÊ«>ÀÌÞÊÌ>ŽiÃÊ>V̈œ˜°Ê/…iÊLi˜iwÌʜvÊ>˜Ê>Õ̜‡Ài˜iÜ>ÊVœ˜ÌÀ>VÌʈÃÊ̅>ÌʘiˆÌ…iÀÊÈ`iʅ>ÃÊ̜Ê`œÊ
>``ˆÌˆœ˜>Ê«>«iÀܜÀŽÊ>vÌiÀÊ̅iÊVœ˜ÌÀ>VÌʈÃÊÈ}˜i`°Ê/…iÊ`œÜ˜Ãˆ`iʈÃÊ̅>ÌʈÌÊ`œiؽÌÊvœÀViÊiˆÌ…iÀÊÈ`iÊ̜ʫiÀˆœ`ˆV>ÞÊiÛ>Õ>ÌiÊ
>˜Ê>VVœÕ˜Ì½ÃÊ«Àœ}ÀiÃÃʜÀÊ«iÀvœÀ“>˜Vi°Ê-ˆ}˜ˆ˜}Ê>ʓœ˜Ì…‡Ìœ‡“œ˜Ì…ÊVœ˜ÌÀ>VÌÊ>ÃœÊ…>ÃÊ>`Û>˜Ì>}iÃÊ>˜`Ê`ˆÃ>`Û>˜Ì>}iðÊ/…iÊ
`ˆÃ>`Û>˜Ì>}iʈÃÊ̅>ÌÊ̅iÀiʈÃÊ>``ˆÌˆœ˜>Ê«>«iÀܜÀŽÊi>V…Ê“œ˜Ì…ÊvœÀÊLœÌ…Ê̅iÊVˆi˜ÌÊ>˜`Ê>}i˜VÞ°Ê/…iÊիÈ`iʈÃÊ̅>ÌʈÌÊi˜>LiÃÊ
>`ÛiÀ̈ÃiÀÃÊ̜ʓœÀiÊvÀiµÕi˜ÌÞÊiÛ>Õ>ÌiÊ̅iˆÀÊ>}i˜VÞÊÀi>̈œ˜Ã…ˆ«Ê>˜`ÊV>“«>ˆ}˜ÊÀiÃՏÌð
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
16Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
œ˜VÕȜ˜
œœÃˆ˜}Ê>Ê`ˆ}ˆÌ>Ê>}i˜VÞʈÃÊ>ÊVœ“«ˆV>Ìi`Ê«ÀœViÃÃ]Ê܈̅ʓ>˜Þʜ«Ìˆœ˜ÃÊ>Û>ˆ>Li°ÊÀœ“Ê>}i˜VÞʅœ`ˆ˜}ÊVœ“«>˜ˆiÃÊ܈̅Ê
}œL>Ê˜iÌܜÀŽÃÊ̜ÊLiÃ̇œv‡LÀii`ÊV…>˜˜iÊëiVˆ>ˆÃÌÃÊ̜ÊÃÌÀ>Ìi}ÞʜÀˆi˜Ìi`Ê>}i˜VˆiÃÊ܈̅ÊÀœLÕÃÌÊ«ÀœviÃȜ˜>ÊÃiÀۈViÃ]Ê̅iÀiʈÃÊ
˜œÊºœ˜iÊÈâiÊwÌÃÊ>»Ê>««Àœ>V…Ê̜ʅˆÀˆ˜}Ê>Ê`ˆ}ˆÌ>Ê>}i˜VÞÊ«>À̘iÀ°Ê
>V…Ê>`ÛiÀ̈ÃiÀ½ÃÊÈÌÕ>̈œ˜Ê>˜`ʘii`ÃÊ>ÀiÊ՘ˆµÕi°Ê/…iʎiÞÊ̜ʓ>Žˆ˜}Ê>ÊÃÕVViÃÃvՏÊ`iVˆÃˆœ˜ÊLi}ˆ˜Ãʈ˜ÌiÀ˜>ÞÊ܈̅Ê>ÊÀˆ}œÀœÕÃÊ
Ãiv‡>ÃÃiÃÓi˜ÌʜvÊޜÕÀʜÀ}>˜ˆâ>̈œ˜½Ãʈ˜ÌiÀ˜>ÊÃÌÀi˜}̅Ã]ÊV…>i˜}iÃ]Ê>˜`ʘii`ÃÊvÀœ“Ê>ÊLÕȘiÃÃ]ÊÃÌ>vw˜}]Ê>˜`ÊÌiV…˜œœ}ÞÊ
«iÀëiV̈Ûi°ÊÀœ“Ê̅iÀi]ÊޜÕÊ܈ÊLi}ˆ˜Ê̜ʏœœŽÊœÕÌÜ>À`Ê>˜`ÊiÛ>Õ>ÌiÊ̅iÊÌÞ«iʜvÊ>}i˜VÞʜÀÊ>}i˜VˆiÃÊ̅>ÌÊ܈Ê«ÀœÛˆ`iÊ̅iÊ
LiÃÌÊwÌ]Ê>˜`Ê̅i˜ÊµÕiÃ̈œ˜Ê>˜`ʓiiÌÊ̅iÊ>}i˜VˆiÃÊ̅>ÌÊv>Êˆ˜ÌœÊ̅>ÌÊV>Ìi}œÀÞ°Ê*ÀˆVˆ˜}ʈÃʈ“«œÀÌ>˜Ì]ÊLÕÌÊŜՏ`˜½ÌÊLiÊ̅iʓœÃÌÊ
ˆ“«œÀÌ>˜ÌÊv>V̜Àʈ˜Ê“>Žˆ˜}ÊޜÕÀÊ`iVˆÃˆœ˜°Ê
1Ìˆ“>ÌiÞ]Ê>˜Ê>}i˜VÞ½ÃÊVœÀiÊÛ>ÕiÃ]ÊÌ>i˜Ì]Ê>˜`Ê`i`ˆV>̈œ˜Ê̜ÊޜÕÀÊLÕȘiÃÃÊ܈Ê`iÌiÀ“ˆ˜iÊ̅iÊÃÕVViÃÃʜvÊޜÕÀÊÀi>̈œ˜Ã…ˆ«Ê
>˜`ÊޜÕÀÊ`ˆ}ˆÌ>ÊV>“«>ˆ}˜Ã°Êˆ}ˆÌ>ÊLÕ`}iÌÃÊ>˜`ÊV>“«>ˆ}˜ÃÊ>ÀiÊ}iÌ̈˜}ÊLˆ}}iÀÊ>˜`Ê«>ވ˜}Ê>ʓœÀiʈ˜Ìi}À>ÊÀœiʈ˜ÊœÛiÀ>Ê
>`ÛiÀ̈Ș}ÊÃÌÀ>Ìi}ˆiðÊ>Žˆ˜}Ê̅iÊÀˆ}…ÌÊÃiiV̈œ˜ÊV>˜ÊÈ}˜>Ê̅iÊLi}ˆ˜˜ˆ˜}ʜvÊ>ʏœ˜}Ê>˜`Ê«ÀœÃ«iÀœÕÃÊÀi>̈œ˜Ã…ˆ«ÊvœÀÊLœÌ…Ê
>`ÛiÀ̈ÃiÀÊ>˜`Ê>}i˜VÞ]ʈ˜Ê܅ˆV…Ê̅iÊVˆi˜Ì½ÃÊ`ˆ}ˆÌ>Ê>`ÛiÀ̈Ș}Ê«Àœ}À>“ÃʓœÀiÊivwVˆi˜ÌÞÊÃV>iÊ>˜`ʓ>ÌÕÀi°Ên
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17Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Appendix A: Guidelines for Developing an Effective RFP
iÛiœ«ˆ˜}Ê>˜ÊivviV̈ÛiÊ,*ÊV>˜ÊLiÊVœ“«ˆV>Ìi`Ê>˜`ÊŜՏ`ʈ˜VÕ`iÊ>ÊÀiiÛ>˜ÌÊÃÌ>Ži…œ`iÀÃÊ܈̅ˆ˜ÊޜÕÀÊLÕȘiÃðÊ>˜ÞÊ
i˜ÌiÀ«ÀˆÃiÃʓÕÃÌÊ܏ˆVˆÌÊLˆ`ÃÊ̅ÀœÕ}…Ê̅iÊ,*Ê«ÀœViÃÃÊ`ÕiÊ̜Ê>VVœÕ˜Ìˆ˜}ʜÀÊ«ÀœVÕÀi“i˜ÌÊÀiµÕˆÀi“i˜ÌðʏÊÃÌ>vvÊvÀœ“Êi>V…Ê
ÀiiÛ>˜ÌÊ`i«>À̓i˜ÌÊŜՏ`ʓiiÌÊ̜Ê`iÛiœ«Ê̅iÊ,*Ê>˜`ÊÈ}˜Êœvvʜ˜ÊˆÌÊLivœÀiʈÌʈÃÊÃi˜ÌʜÕÌ°ÊÌÊ܈ÊLiÊvÀÕÃÌÀ>̈˜}ÊvœÀÊLœÌ…Ê
̅iÊ>}i˜VˆiÃʈ˜ÛœÛi`Ê>˜`ÊޜÕÀÊÃÌ>vvÊ̜ʅ>ÛiÊ̜ÊÀi`œÊ̅iÊ,*ÊLiV>ÕÃiÊ>ʎiÞʈ˜`ˆÛˆ`Õ>Êœ˜ÊޜÕÀÊi˜`ÊÜ>ؽÌÊVœ˜ÃՏÌi`]ʜÀÊޜÕÊ
`ˆ`˜½ÌÊ>ÎÊ̅iÊÀˆ}…ÌʵÕiÃ̈œ˜ÃʜÀÊVi>ÀÞʈ`i˜ÌˆvÞÊޜÕÀʜLiV̈ÛiÃÊ>˜`Ê*ðÊ
-œ“iÊi˜ÌiÀ«ÀˆÃi‡iÛiÊ>`ÛiÀ̈ÃiÀÃÊi˜}>}iÊ̅iÊÃiÀۈViÃʜvÊ>ʓ>ÀŽï˜}ʓ>˜>}i“i˜ÌÊwÀ“Ê̅>ÌÊV>˜ÊœLiV̈ÛiÞÊ}Ո`iÊ̅i“Ê
̅ÀœÕ}…Ê̅iÊ,Ê>˜`Ê,*Ê«ÀœViÃðÊ/…iÃiÊÌÞ«iÃʜvÊwÀ“ÃÊV>˜Ê…i«ÊLÀi>ŽÊ`œÜ˜ÊVœÀ«œÀ>ÌiÊȏœÃ]ÊLÀˆ˜}Ê̜}i̅iÀÊ̅iÊ>««Àœ«Àˆ>ÌiÊ
ÃÌ>Ži…œ`iÀÃÊ܈̅ˆ˜Ê̅iÊLÕȘiÃÃ]Ê>˜`ʈ`i˜ÌˆvÞʈÌÃÊ`ˆ}ˆÌ>Ê>`ÛiÀ̈Ș}ʘii`ÃÊ>˜`ÊÃÌÀ>Ìi}ˆVÊ}œ>Ã°Ê
/…iʓœÃÌÊivviV̈ÛiÊ,*Ãʜ˜ÞÊÀiµÕiÃÌÊÀiiÛ>˜Ìʈ˜vœÀ“>̈œ˜ÊvÀœ“Ê̅iÊ>}i˜VÞ]Ê>˜`Ê«ÀœÛˆ`iÊ>“«iʈ˜vœÀ“>̈œ˜Ê>LœÕÌÊޜÕÀÊ
LÕȘiÃÃÊ>˜`ʈÌÃÊ`ˆ}ˆÌ>Ê>`ÛiÀ̈Ș}ʘii`ðÊÌÊŜՏ`ÊÀiyiVÌʅˆ}…‡iÛiÊÃÌÀ>Ìi}ˆVÊ}œ>ÃÊ>˜`ʎiÞÊ«iÀvœÀ“>˜Viʈ˜`ˆV>̜ÀÃÊ­*î]Ê
À>̅iÀÊ̅>˜Ê`Àˆ‡`œÜ˜Ê`>Ì>Ê}i>Ài`Ê̜Ü>À`Ê/ʜÀÊ«ÀœVÕÀi“i˜Ì°ÊœÀÊiÝ>“«i]ʓi˜Ìˆœ˜ÊޜÕÀÊVœ“«>˜Þ½ÃʓœÃÌʈ“«œÀÌ>˜ÌÊ*ÃÊ
>˜`ʅœÜÊޜÕÊ܈ÊiÛ>Õ>ÌiÊ̅iÊÃÕVViÃÃʜvÊޜÕÀÊ`ˆ}ˆÌ>ÊV>“«>ˆ}˜Ã°Ê7…i˜ÊÜÀˆÌÌi˜Ê«Àœ«iÀÞ]Ê>˜Ê,*Ê܈Êv>VˆˆÌ>ÌiÊ̅iÊÃ>iÃÊ
«ÀœViÃÃÊ>˜`Êi˜ÃÕÀiÊ̅>ÌÊiÛiÀޜ˜iʈ˜ÛœÛi`ʜ˜ÊLœÌ…ÊÈ`iÃÊVœ“iÊ̜Ê>ÊÅ>Ài`Ê՘`iÀÃÌ>˜`ˆ˜}ʜvÊ̅iÊ«ÕÀ«œÃi]ÊÀiµÕˆÀi“i˜ÌÃ]Ê
ÃVœ«i]Ê>˜`ÊÃÌÀÕVÌÕÀiʜvÊ̅iʈ˜Ìi˜`i`Êi˜}>}i“i˜Ì°ÊÌÊ܈Ê>œÜÊ>}i˜VˆiÃÊ̜ÊÀi뜘`ʓœÀiÊivviV̈ÛiÞÊ̜Ê̅iÊ,*ʵÕiÃ̈œ˜ÃÊ
>˜`Ê«œÃˆÌˆœ˜ÊޜÕÊ>ÃÊ>ÊVˆi˜ÌÊ̅>ÌÊ՘`iÀÃÌ>˜`ÃÊ>˜`ÊÀiëiVÌÃÊ̅iÊ>}i˜VÞÉVˆi˜ÌÊÀi>̈œ˜Ã…ˆ«°Ê
/>Liʇ£ÊˆÕÃÌÀ>ÌiÃÊܓiʜvÊ̅iʈ˜vœÀ“>̈œ˜Ê̅>ÌʈÃʓœÃÌʈ“«œÀÌ>˜ÌÊ̜ʫÀœÛˆ`iʈ˜Ê>˜ÊivviV̈ÛiÊ,*Ê̜Ê>ÌÌÀ>VÌÊ̅iÊÌÞ«iÃʜvÊ
Ài뜘ÃiÃÊ̅>ÌÊ܈Êi˜>LiÊޜÕÊ̜ʓ>ŽiÊ̅iÊÀˆ}…ÌÊV…œˆVi°
Table A-1: Business Information to Provide in a Digital Agency RFP
Industry Overview
Uʘ`ÕÃÌÀÞÊÃÌÀÕVÌÕÀiÊ>˜`ÊÃÌ>}iÊ­i>ÀÞÊÛðʓ>ÌÕÀiÆÊvÀ>}“i˜Ìi`ÊÛðÊVœ˜Ãœˆ`>Ìi`®
UÊ>ÀŽiÌÊÈâiÊ­f®
UÊ
ÕÃ̜“iÀÉÕÞiÀÊV…>À>VÌiÀˆÃ̈VÃ
Company Background
UÊ
œ“«>˜ÞÊÈâiÊ­˜Õ“LiÀʜvÊi“«œÞiiÃÊ>˜`ɜÀÊÀiÛi˜Õi®
UÊ9i>ÀÃʈ˜ÊLÕȘiÃÃ]ʈ˜`ÕÃÌÀÞÊ«œÃˆÌˆœ˜
UÊ*Àœ`ÕVÌÉÃiÀۈViʈ˜vœÀ“>̈œ˜Êˆ˜VÕ`ˆ˜}Ê՘ˆµÕiÊÛ>ÕiÊ«Àœ«œÃˆÌˆœ˜ÃÊ­1-*î
UÊ->iÃÉ`ˆÃÌÀˆLṎœ˜ÊV…>˜˜iÃÊ>˜`ÊÌiV…˜œœ}ÞÊ«>ÌvœÀ“Ã
Objectives and Goals
UÊ-Vœ«iʜvÊܜÀŽ\Ê`ˆ}ˆÌ>ÊV…>˜˜iÃÊvœÀÊ܅ˆV…ÊޜÕÊ>ÀiÊÃiiŽˆ˜}ÊܜÀŽ
Uʜ>ÃÉ*Ã\ʈ}…iÀÊVœ˜ÛiÀȜ˜¶ÊœÀiʏi>`öÊÀ>˜`Ê>Ü>Ài˜iÃö
UÊ->ÞÊ܅i̅iÀÊޜÕÊ>ÀiʏœœŽˆ˜}ÊvœÀÊ>ÊŜÀ̇ʜÀʏœ˜}‡ÌiÀ“ÊÀi>̈œ˜Ã…ˆ«
UÊvÊ«ÀœiVÌʜÀˆi˜Ìi`]Ê`iÌ>ˆi`ÊëiVÃÊ̜Êi˜>LiʓœÀiÊ>VVÕÀ>ÌiÊLˆ`Ã
Technology
Uʈ}ˆÌ>Ê«>ÌvœÀ“Ãʈ˜ÃÌ>i`]ʈ˜VÕ`ˆ˜}Ê-"ʜÀÊ**
ÊV>“«>ˆ}˜Ê“>˜>}i“i˜Ì]Ê
ÜVˆ>Ê“i`ˆ>ʓ>˜>}i“i˜Ì]ÊiÌV°
UÊ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊœÀÊ
,ÊÃÞÃÌi“Ãʈ˜ÃÌ>i`Ê>˜`ʈ˜Ìi}À>Ìi`Ê܈̅Ê`ˆ}ˆÌ>Ê
«>ÌvœÀ“Ã
UÊ-ÞÃÌi“Ê>˜`ÊVœ“«>̈LˆˆÌÞÊÀiµÕˆÀi“i˜ÌÃ
Decision Makers and Processes
UÊ-Ì>ÌiÊ܅œÊ܈ÊLiʈ˜ÛœÛi`ʈ˜Ê̅iÊ>}i˜VÞÊiÛ>Õ>̈œ˜
UÊ
>ÀˆvÞÊ̅iÊ`iVˆÃˆœ˜‡“>Žˆ˜}Ê«ÀœViÃÃ
UÊi˜Ìˆœ˜Ê̅iʓœÃÌʈ“«œÀÌ>˜ÌÊVÀˆÌiÀˆ>°Êˆ°i°]Ê«ÀˆVi]ʏœV>̈œ˜
UÊ->ÞÊ܅œÊ܈Ê“>˜>}iÊ̅iÊÀi>̈œ˜Ã…ˆ«Êœ˜ViÊ>ÊVœ˜ÌÀ>VÌʈÃÊÈ}˜i`
Deadlines and Legal
UÊ
i>ÀÊ`ÕiÊ`>ÌiÊvœÀÊ>ÊÀi뜘ÃiÊ­/ܜÊ̜Ê̅ÀiiÊÜiiŽÃʈÃÊÃÕvwVˆi˜Ì®
UÊ ÊœÀʘœ˜‡Vœ“«iÌiÊV>ÕÃiÃ
UÊi}>ÊÌiÀ“ÃɜܘiÀň«ÊœvÊ`iˆÛiÀ>LiÃ
Source: Third Door Media
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
18Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
œ˜ÛiÀÃiÞ]Ê̅iÀiÊ>Àiʓ>˜ÞʵÕiÃ̈œ˜ÃÊ̅>ÌÊޜսÊ˜ii`Ê̜Ê>ÎÊ>˜Ê>}i˜VÞʈ˜Ê>˜Ê,*°Ê/…iʎiÞʈÃÊ̜Ê>ÎÊ̅iÊÀˆ}…ÌʵÕiÃ̈œ˜Ã]Ê
>˜`ÊÀiëiVÌÊ̅iÊ>}i˜VÞ½ÃÊ̈“iÊ>˜`ÊÀiÜÕÀViÃÊLÞÊ>ۜˆ`ˆ˜}ʵÕiÃ̈œ˜ÃÊ̅>ÌÊV>˜ÊLiÊ>˜ÃÜiÀi`ÊLÞÊ>ʵՈVŽÊœœŽÊ>ÌʈÌÃÊÜiLÈÌi°Ê
vÊ«ÀœVÕÀi“i˜Ìʅ>ÃÊ`ÀˆÛi˜Ê̅iÊ,*Ê«ÀœViÃÃʜÀÊLii˜Êˆ˜Ìi}À>Þʈ˜ÛœÛi`]ʓ>ŽiÊÃÕÀiÊ̅>ÌÊ̅iʵÕiÃ̈œ˜ÃÊ>ÀiÊÀiiÛ>˜ÌÊ>˜`Ê
>««Àœ«Àˆ>ÌiÊvœÀÊ̅iÊ>`ÛiÀ̈Ș}ʈ˜`ÕÃÌÀÞ°Ê7…ˆiÊ«ÀˆViʈÃÊ>˜Êˆ“«œÀÌ>˜ÌÊv>V̜Àʈ˜Ê“>Žˆ˜}Ê>Ê`iVˆÃˆœ˜Ê>LœÕÌʅˆÀˆ˜}Ê>˜Ê>}i˜VÞ]ʈÌÊ
ŜՏ`ʘœÌÊLiÊ̅iʜ˜ÞÊv>V̜À°ÊœVÕÃʜ˜ÊµÕiÃ̈œ˜ÃÊ̅>ÌÊ>ÀiÊëiVˆwVÊ̜ÊޜÕÀÊLÕȘiÃÃÊÈÌÕ>̈œ˜Ê>˜`Ê`ˆ}ˆÌ>Êˆ˜ˆÌˆ>̈ÛiÃ]Ê܈̅Ê̅iÊ
}œ>ÊœvÊ}>̅iÀˆ˜}Ê̅iÊ`>Ì>ÊޜսÊ˜ii`Ê̜ʓ>ŽiÊ̅iʓœÃÌʈ˜vœÀ“i`Ê`iVˆÃˆœ˜Ê«œÃÈLi°Ê/>LiʇÓʏˆÃÌÃÊܓiʜvÊ̅iÊÀiiÛ>˜ÌÊ
>}i˜VÞʵÕiÃ̈œ˜ÃÊ̅>ÌÊ>ÀiʓœÃÌÊ>««Àœ«Àˆ>Ìiʈ˜Ê>˜Ê,*°Ê}i˜VˆiÃÊ̅>ÌÊ>ÀiÊÌÀՏÞʈ˜ÌiÀiÃÌi`ʈ˜Ê܈˜˜ˆ˜}ÊޜÕÀÊLÕȘiÃÃÊ܈ÊÌ>ŽiÊ
̅iÊ̈“iÊ̜Ê>˜ÃÜiÀÊ̅iÃiʵÕiÃ̈œ˜Ã°Ê
Table A-2: Questions to ask Digital Agencies in an RFP
Agency Background
Agency Staffing
UÊ}i˜VÞʅˆÃ̜ÀÞÊ>˜`ÊiÝ«iÀ̈ÃiÊ­Þi>ÀÃʈ˜ÊLÕȘiÃî
UÊ}i˜VÞÊÈâiÊ­˜Õ“LiÀʜvÊi“«œÞiiÃÊ>˜`ÊLˆˆ˜}î
UÊ-«iVˆwVÊÛiÀ̈V>Êˆ˜`ÕÃÌÀÞÊiÝ«iÀˆi˜ViÉiÝ«iÀ̈Ãi
UÊ/>À}iÌÊVÕÃ̜“iÀÊ­LÞÊfÊ>˜`ÊÛiÀ̈V>Ê“>ÀŽiÌ®
Uʈœ}À>«…ˆiÃʜvʎiÞÊiÝiVṎÛiÃ
UÊ*œÌi˜Ìˆ>Ê“i“LiÀÃʜvÊޜÕÀÊ>VVœÕ˜ÌÊÌi>“Ê>˜`Ê̅iˆÀÊiÝ«iÀˆi˜Vi
UʘÌiÀ˜>ÊÀiÜÕÀViÃÊÛðÊ>}i˜VÞÊÕÃiʜvÊÃÕLVœ˜ÌÀ>V̜ÀÃʜÀʜÕÌÜÕÀVˆ˜}
Uʓ«œÞiiÊV…ÕÀ˜ÊÀ>ÌiÃÊ>˜`Ê>ÛiÀ>}iÊÌi˜ÕÀi
Client References and Work
UÊÛiÀ>}iÊÌi˜ÕÀiÊ>˜`ÊÀiÌi˜Ìˆœ˜ÊÀ>ÌiʜvÊ>}i˜VÞÊVˆi˜ÌÃ
UÊ,iiÛ>˜ÌÊÊVˆi˜ÌÊVœ˜Ì>VÌʈ˜vœÀ“>̈œ˜
UÊ
>ÃiÊÃÌÕ`ˆiÃÊ܈̅ÊÀiÃՏÌÃ
UÊÝ>“«iÃʜvÊ̅iÊ>}i˜VÞ½ÃÊܜÀŽÊˆ˜ÊÛiÀ̈V>Ê“>ÀŽiÌÃʜÀÊ`ˆ}ˆÌ>ÊV…>˜˜iÃ
Pricing and Contract Terms
UÊ}i˜VÞÊLˆˆ˜}Ê«œˆVˆiÃÊ>˜`ÊÌiÀ“Ã
UÊ*ÀˆVˆ˜}ÊÃÌÀÕVÌÕÀiÊvœÀÊ̅iÊ>VVœÕ˜ÌÊ­ˆ°i°]ÊÀiÌ>ˆ˜iÀ]ÊVœ““ˆÃȜ˜]Ê̈“i]Êëi˜`]ʜÀÊ
«iÀvœÀ“>˜ViÊL>Ãi`®
UÊ``‡œ˜ÊviiÃ
Customer Support
UÊ-ÊÌiÀ“ÃÊ>˜`ÊVœÃÌÃÊvœÀÊÌiV…˜œœ}ÞÊ«>ÌvœÀ“Ã
UÊ/À>ˆ˜ˆ˜}Ê>˜`ʜ˜Lœ>À`ˆ˜}ÊÃiÀۈViÃʈ˜VÕ`i`ʈ˜ÊviiÃÊ
UÊÛ>ˆ>LˆˆÌÞʜvʎiÞÊ«iÀܘ˜iÊ­Ó{ÉÇÊÛðÊLÕȘiÃÃʅœÕÀî
UÊÀiµÕi˜VÞʜvÊÌi>“Ê«…œ˜iÊV>Ã]ʜ˜‡ÃˆÌiÊۈÈÌÃ]Ê>˜`ÊÀi«œÀÌÃ
Source: Third Door Media
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
19Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
/>LiʇÎÊ«ÀœÛˆ`iÃÊ>˜ÊœÕ̏ˆ˜iÊvœÀʓœÀiÊëiVˆ>ˆâi`ÊÌÞ«iÃʜvÊ`ˆ}ˆÌ>ÊܜÀŽ]ÊvœÀÊiÝ>“«i]Ê-"ÊV>“«>ˆ}˜ÃʜÀÊ`ˆÃ«>ÞÊÀiÌ>À}ï˜}Ê
ÃÌÀ>Ìi}ˆiðÊiÌ>ˆÃÊ>LœÕÌÊ̈“iˆ˜iÃÊ>˜`ÊÌiV…˜œœ}ÞÊ>ÀiʓœÀiʈ“«œÀÌ>˜ÌÊvœÀÊ̅iÃiÊÌÞ«iÃʜvÊ«ÀœiVÌʜÀÊV…>˜˜i‡Ã«iVˆwVÊ
i˜}>}i“i˜Ìð
Table A-3: Sample SEO RFP Outline
I. Summary and Overview
>°Ê/…ˆÃʈÃÊ>˜ÊºÝiVṎÛiÊ-Փ“>À޻ʜvÊ̅iʅˆ}…ˆ}…ÌÃʜvÊ̅iÊ,*Êqʓˆ˜ÕÃÊ̅iÊÌiV…˜ˆV>Ê`iÌ>ˆÃ°Ê˜ÌÀœ`ÕViÊ̅iÊV…>i˜}iÊ
ޜÕÀÊVœ“«>˜ÞʈÃʅ>ۈ˜}Ê>˜`Ê«ÀœÛˆ`iÊ̅iÊ>}i˜VÞÊ܈̅Ê>˜ÊœÛiÀۈiÜʜvÊ̅iÊÀiÃÌʜvÊ̅iÊ,*°Ê
II. Technical Summary
>°Ê*ÀœÛˆ`iʎiÞÊ«ˆiViÃʜvʈ˜vœÀ“>̈œ˜ÊÀiiÛ>˜ÌÊ̜ÊޜÕÀÊ«ÀœiVÌ]ʈ°i°]ÊÌiV…˜ˆV>ÊÀiµÕˆÀi“i˜ÌÃ]Ê`iÃVÀˆ«Ìˆœ˜ÊœvÊ̅iÊ«ÀœiV̽ÃÊ
ÌiV…˜ˆV>ÊˆÃÃÕiÃ]ÊޜÕÀÊÈÌi½ÃÊVÕÀÀi˜ÌÊ«>ÌvœÀ“]ÊiÌV°Ê/…ˆÃÊÃiV̈œ˜Ê“>ÞʜÀˆ}ˆ˜>ÌiÊvÀœ“ÊޜÕÀÊ/Ê`i«>À̓i˜ÌÊ>˜`ÊÌ>À}iÌÃÊ
̅iÊ>}i˜VÞ½ÃÊ«Àœ}À>““iÀÃÊ>˜`Ê`iˆÛiÀÞÊÌi>“°
III. Administration and Management
>°ÊiÃVÀˆLiÊ܅œÊ܈ÊLiʈ˜ÛœÛi`ʈ˜Ê̅iÊ«ÀœiVÌÊvÀœ“ÊޜÕÀÊi˜`Ê>˜`Ê܅>ÌÊ̅iÊ̈“iˆ˜iʈÃÊvœÀÊVœ“«ïœ˜°Êˆ˜>ˆâiÊ̅iÊ
vÀ>“iܜÀŽÊœvÊ̅iÊ«ÀœiVÌ°
IV. Project Expectations and Delivery
>°Ê"Õ̏ˆ˜iÊ̅iÊiÛ>Õ>̈œ˜ÊVÀˆÌiÀˆ>]ʓœ˜Ì…ÞÊ`iˆÛiÀ>LiÃ]Ê>˜`ÊÌÀ>ˆ˜ˆ˜}ÊޜÕÊiÝ«iVÌÊ̜ÊÀiViˆÛiÊ̜Ê>ÃÃiÃÃÊޜÕÀÊ}œ>ÃÊ>˜`Ê
*ðÊ/…ˆÃÊ܈Ê…i«Ê̅iÊ>}i˜VÞÊ`iÌiÀ“ˆ˜iÊ̅iˆÀÊVœÃÌÊ̜ÊVœ“«iÌiÊޜÕÀÊܜÀŽ]Ê>ÃÊÜiÊ>ÃÊ̅iˆÀÊÃՈÌ>LˆˆÌÞ°
V. Deadlines and Budgets
>°Ê*ÀœÛˆ`iÊ«ÀœiVÌi`Ê`i>`ˆ˜iÃÊ>˜`ÊLÕ`}iÌÃÊ̜Ê>ۜˆ`ÊVœ˜vÕȜ˜ÊœÛiÀÊ܅i˜Ê>Ê«ÀœiVÌÊŜՏ`ÊLiÊVœ“«iÌi`Ê>˜`ʅœÜÊ
“ÕV…ʈÌʓˆ}…ÌÊVœÃÌ°
L°ÊÃÃiÃÃÊޜÕÀÊLÕ`}iÌÊL>Ãi`ʜ˜Ê̅iʺÀ>˜}i»ÊœvÊÃiÀۈViÃÊޜսÊ˜ii`°ÊœÀÊiÝ>“«i]ʈ˜ÃÌi>`ʜvÊÃ>ވ˜}Ê̅iÊ«ÀœiVÌÊ
>L܏ÕÌiÞʅ>ÃÊ̜ÊVœÃÌʺ8»Ê>“œÕ˜Ì]ÊޜÕÊ>ÀiÊ܈ˆ˜}Ê̜Êëi˜`Ê܈̅ˆ˜Ê>ÊÀ>˜}iÊvÀœ“ʺf8Ê̜Êf9»°
Source: “How to Write a Killer RFP for Hiring an SEO Firm,” by Stephan Spencer (www.searchengineland.com)
^ÊÓä£{Ê/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
20Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
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Blogs
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Accomplishments, Complaints & Predictions: The Ultimate 2012 Year-End List.ÊÕ̅œÀÊ6ˆVÊÀ>LˆVŽÞ]ʜ՘`iÀ]Ê>˜Õ>ÀÞÊ
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Five Ways to Get More Out of Your Digital Agency.ÊÕ̅œÀÊ>ۈ`ÊÕÀ`ˆVœ]Ê>˜>}ˆ˜}Ê*>À̘iÀ]Ê-Õ«iÀVœœÊ
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How to Choose a Marketing Agency.ÊÕ̅œÀÊ/œ“Ê*ˆVŽ]Ê7iLLˆµÕˆÌÞÊLœ}°Ê
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How to Select an Interactive Marketing Agency.ÊÕ̅œÀÊÀ>``Ê-…œÀÀ]ʈÀiV̜ÀʜvÊ
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How to Write an Ad Agency RFP.ÊÕ̅œÀÊ/œ“Ê*ˆVŽ]Ê7iLLˆµÕˆÌÞÊLœ}°Ê
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How to Write a Killer RFP for Hiring an SEO Firm.ÊÕ̅œÀÊ-Ìi«…>˜Ê-«i˜ViÀ]ʜ՘`iÀ]Ê iÌ
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PPC Management Options – Are Your Fees In line With the Advertiser’s Goals?ÊÕ̅œÀÊÀ>`Êi``iÃ]ʜ՘`iÀ]Ê
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M A R K E T I N T E L L I G E N C E R E P O R T:
Digital Advertising Agencies 2014: A Buyer’s Guide
Vetting an Agency: Protecting the Family Jewels.ÊÕ̅œÀÊÕ>˜iʜÀÀiÃÌiÀ]ʘ‡…œÕÃiÊ-]ʈVÀœÃœvÌ°Ê
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What to Expect From an SEO/SEM Agency.ÊÕ̅œÀÊÕ>˜iʜÀÀiÃÌiÀ]ʘ‡…œÕÃiÊ-]ʈVÀœÃœvÌ°Ê
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What Matters Most When Selecting an Agency.ÊÕ̅œÀÊۈÊ>˜]Ê*ÀiÈ`i˜Ì]Êۈ`>˜Ê-ÌÀ>Ìi}ˆiðÊ
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