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ABM Custom Media Committee Survey

Digital Gains; Education and ROI Needed

In March, the Custom Media Committee conducted an online survey of ABM members. The purpose was to learn more about ABM members’ offerings, their business objectives and their needs and concerns. It is the first step toward the creation of a full-scale custom media research project this year.

More than 500 members were surveyed; just over 7 percent responded to the survey that contained nine questions.

Key findings:

Digital Media

Many publishers are going digital to create and produce custom media on behalf of other companies.

Education and ROI

In the open-ended questions/answers, “Educating customers on value proposition,” and “proving value/ROI/metrics” were the topics that were mentioned most often in response to the question: What is your biggest challenge in selling/producing custom media products? Other answers included: lengthy sales cycle; customers’ budgets; finding decision makers with spending authority; and switching from a print-based model to electronic-based one.

As a custom media expert, what are your biggest concerns? What challenges are you facing? What are the biggest opportunities? Your feedback will help us to create a full-scale custom media research project later this year and provide you with insight and answers on an ongoing basis.

View the full results here.

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