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New Study Highlights Need for a Reevaluation of Current Digital Media Processes

85 Percent of Media Planners Inundated With Administrative Tasks; Want More Time to Devote to Strategy

Today, from the show floor at digiday: TARGET, Centro, providers of media automation software Transis, announced the first in a series of research surveys and reports designed to shine a spotlight on various aspects of the online advertising workplace. The first study gauges digital media planning efficiency and workforce productivity. The results offer some of the first empirical evidence illustrating the need for more streamlined digital media processes to combat the much discussed issues of efficiency and scalability, as well as the overall lack of time available for strategic thinking.

According to the result findings:

• 85 percent of respondents state directly that they would like to spend more time on highly strategic work, but are required to devote the bulk of their time to managing administrative or logistical activities
• Nearly half (43 percent) of the industry spends more than four hours a day working in Excel
• Nearly half (49 percent) of the industry spends more than four hours composing or responding to email strictly for work purposes
• 45 percent of media planning professionals work more than 10 hours per day

These firsthand statements from media professionals on the front lines of the industry are inarguable testaments to the need for a more efficient process to not only balance the ratio of administrative to strategic work, but also improve overall job satisfaction.

Also indicative of the lack of efficiency is the fact that each day, 43 percent of media planners spend over four hours working in Excel spreadsheets and 49 percent spend over four hours composing and responding to emails. The conclusion can be drawn that nearly half of each workday is spent utilizing legacy technologies to conduct administrative tasks, leaving little time for strategy and client services.

"The digital media industry is still reliant on tools that were the standard over a decade ago, and, as a result, media planners are struggling with long workdays and a disproportionate amount of time devoted to logistics versus strategy and high-value activities," said Shawn Riegsecker, president and founder, Centro. "By streamlining workflow and processes through software automation, agencies can become more profitable and allow their teams to focus on more strategic and creative activities while providing a more sustainable work-life balance."

About the Survey:
Centro distributed a Web-based survey to a select group of media professionals and 287 responses were gathered. To download an overview of the report, please visit www.transis.com.

About Centro/Transis:
Centro, provider of Transis, is the first media automation software developed to help advertising agencies increase efficiencies, save costs and scale more efficiently and profitably. It streamlines the entire digital media process including research, site selection, media planning and buying, campaign management and billing reconciliation. Transis was developed inside Centro, the leading digital media buying service for advertising agencies. Founded in 2001 and headquartered in Chicago with 13 offices nationwide, Centro has served more than 350 agencies representing more than 975 advertisers. Centro's commitment to culture, innovation and great customer service has allowed it to receive many industry awards including Red Herring 100, Deloitte Technology Fast 500, Inc. 500 and Crain's Best Places to Work award. For more information, visit transis.com and centro.net