Client Success: Interactive Advertising Landscape Analysis
Client: A well-known strategy consulting firm
Problem: The client needed an understanding of the market structure and
interactive advertising competencies of advertising agencies and the specific
services they provide to their clients.
Approach: Blue Rain Marketing conducted research into the advertising market,
focusing on certain key high-technology firms and their ad agencies. Data from
multiple sources was used.
Results: The analysis resulted in a global map of the client firms and the various
advertising agencies being used by these firms for interactive marketing,
relationship marketing & direct response, and general advertising/creative.
Account longevity was also included in the analysis, as was the network affiliation
of the advertising agencies.