NEW YORK, June 19, 2017 /PRNewswire/ -- Survey
findings released today from Ogilvy Media Influence's annual global
survey of over 250 reporters and editors identified Facebook as the
number one gatekeeper for news, edging out legacy traditional media
sources and significantly outpacing other social networks/digital
platforms like Google and Twitter. The one distinction that stood
out was the inverted results between EMEA and Asia Pacific. Carried out by Ogilvy Media
Influence team members in 22 offices across North America, EMEA and Asia Pacific, the survey also uncovered that
print media is leading the way with successfully adapting in the
digital world across all geographies.
"Our survey demonstrates that new technology and digital media
advancements are changing how we consume news," said Jennifer Risi, Worldwide Chief
Communications Officer at Ogilvy. "As a news aggregator, Facebook
is exposing users to news publications they may not have read
otherwise. Brands can now leverage traditional earned media to
reach key audiences, that is then further amplified through social
media and influencer engagement – with built in audiences – for an
effective communications campaign aimed at driving reputation and
building influence."
The 2017 Ogilvy Media Influence global survey also found that
digital storytelling and mobile devices are emerging as growth
drivers with most journalists [34%] believing that digital
platforms – such as live video and podcasts – present the largest
growth opportunity for news organizations to reinvent today's
standard industry media model. See infographic.
Additional key findings:
- Facebook is the #1 gatekeeper for news [39%], edging out legacy
traditional media sources [32%] and significantly outpacing other
social networks/digital platforms like Google [15%] and Twitter
[4%]. However, on a regional level, we see distinctions in EMEA
[60%] and Asia Pacific [22%].
- In sum, print media [40%] is viewed as the platform most
successful in adapting to the digital world with slight regional
differences. North America [45%],
Asia Pacific [43%] and EMEA
[32%].
- Journalists worldwide see digital platforms [34%] and
smartphones and/or mobile devices [26%] as avenues to reimagine
news reporting in a mobile era. Other burgeoning technologies, like
virtual reality [9%] and artificial intelligence [7%] have yet to
meaningfully resonate with media.
- Mix of earned media [40%], social media [27%] and influencer
engagement [13%] is most effective for driving brand reputation and
influence across all geographies.
The annual global media survey conducted by the Ogilvy Media
Influence staff is quickly becoming an ardent industry resource.
The results being unveiled during the 2017 Cannes Lions
International Festival of Creativity represent the first half of
the survey. Ogilvy will announce results from the second half of
the survey later this year.
For more information, please visit www.ogilvy.com.
About the Survey
The Ogilvy Media Influence team fielded an eight-question survey of
255 news media professionals across the North American,
Asia Pacific and EMEA regions. The
survey assessed new strategies for an increasingly digital world
and focused on the sentiments of reporters, editors and producers
who cover a vast range of topics, including national news, business
and financial news, law and human resources news, as well as
consumer trends, technology, entertainment, politics, healthcare,
travel and multiethnic communities. The survey was conducted in
April 2017 via phone and email by
Ogilvy Media Influence staff members based in 22 offices across the
globe.
About Ogilvy
Ogilvy is one of the largest marketing communications companies in
the world. It was named the Cannes Lions Network of the Year for
five consecutive years, 2012, 2013, 2014, 2015 and 2016; the EFFIEs
World's Most Effective Agency Network in 2012, 2013 and 2016; and
Adweek's Global Agency of the Year in 2016. The company is
comprised of industry leading units in the following disciplines:
advertising; public relations and public affairs; branding and
identity; shopper and retail marketing; health care communications;
direct, digital, promotion and relationship marketing; consulting,
research and analytics; branded content and entertainment; and
specialist communications. O&M services Fortune Global 500
companies as well as local businesses through its network of more
than 500 offices in 126 countries. It is a WPP company (NASDAQ:
WPPGY). For more information, visit http://www.ogilvy.com/, or
follow Ogilvy on Twitter at @Ogilvy and
on Facebook.com/Ogilvy.
Media Contact:
Tola St. Matthew-Daniel
212-880-5385
Tola.Daniel@ogilvy.com
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/facebook-emerges-as-leading-news-source-according-to-annual-global-ogilvy-media-influence-survey-300475636.html
SOURCE Ogilvy