MNI Targeted Media Survey Uncovers Marketers’ Significant Reliance On Social Media
October 07 2021 - 10:30AM
MNI Targeted Media (MNI), a targeted media planning and buying
company and a division of the Meredith Corporation, today announced
the results from a survey of marketers regarding the sources they
rely on for business purposes. The survey found a majority
preferred social media over traditional media and high-profile
individuals with established digital presences.
MNI’s objective with this survey was to learn what
resources are influential and trusted among their clients and
leverage those insights. That will assist MNI in maximizing the
effectiveness of their campaigns while getting a firmer
understanding of their ideal target audience -- what media engages
and influences them. Key findings include —
- Social Media for Business Purposes: — 50% (220
respondents out of 401) — rely first on Facebook, then Instagram
and YouTube (26%) a close third.
- Traditional Media Fares Better Against
Individuals: Adweek (11%), eMarketer (10%), and AdAge (8%)
(120 in total out of 401 respondents) were more likely to be
consulted than social media or individual influencers when
questioned about their engagement with all sources together.
- Overall: When comparing all sources, Facebook
(55%), YouTube (26%), and Twitter (25%) immediately followed
LinkedIn (75%). Clubhouse racked up only 5% in spite of a great
deal of attention at the outset of the pandemic.
“Understanding what the preeminent marketers among
MNI clients use is very important to us and this information
elevates campaigns while enhancing communication to speak more
directly to challenges our clients face and the solutions we
provide,” said Klarn DePalma, EVP at MNI Targeted Media. “These
findings indicate a shift in where marketers are turning towards
for information. We’re considering revisiting this issue in the
not-so-distant future to ensure we’re keeping pace with the
changing behavior.”
For more information about the survey, please
visit MNI’s website here.
Methodology: MNI Targeted Media
invited partners to participate in the survey via email from March
11-14, 2021. 401 responses were collected over a three-week period
in March 2021. Everyone invited to participate in the survey is a
current client who is either employed in the advertising/media
industry or an influence/decision-maker for media campaigns.
About MNI Targeted Media
MNI Targeted Media (MNI) is a division of Meredith
Corporation (NYSE: MDP; www.meredith.com), the leading media and
marketing company that serves 175 million unduplicated American
women and 80 percent of U.S. millennial women. MNI provides
targeted digital and print advertising programs and offers clients
a single point-of-contact for multiplatform, customized, demo- and
geo-targeted advertising. From research and strategy to
implementation and analysis, MNI delivers the digital and magazine
products and services needed to efficiently and effectively reach
audiences, across the country or across the street.
Visit their website to find out more:
https://www.mni.com/about/
Contact: Matt Caldecutt Blast PR for MNI Targeted
Media matt@blastpr.com 347/687-3721
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