Austin, Texas—In the second panel at the ABM Annual Conference Sunday, “What Trends Drive Marketing Services,” Scott Peters, president of Jordan, Edmiston Group, pegged the size of the opportunity in marketing services this year at $215.5 billion, citing Veronis Suhler Stevenson figures.
But in an on-stage interview, Tom Stein, president of marketing communications agency Stein Rogan+Partners, described some of the hurdles b-to-b media companies face in wading into marketing services. He said ad agencies have the advantage of working with a single company in a particular industry, while media companies work with a host of competitors. This structure will make it hard for media companies to have “strategic” relationships with marketers.
Another hurdle is that ad agencies are moving into custom content and audience development themselves. Stein said Stein Rogan itself has formed a custom content group called Kilter and has also built programs to generate audiences for marketers.