DAS SOTI Presented by Nextmark: What We Love, Hate and Desire in Our Digital Media Jobs

What We Love, Hate and Desire
in Our Digital Media Jobs

@jpych #digidaydas #dmhp

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About the Survey
• Goal to determine drivers and effects of job
satisfaction in digital media industry
• Digiday polled its opted-in base of leading digital media
and marketing professionals
• Incentive: chance to win 1 of 5 $100 AMEX Gift Cards
• Results gathered over 3 weeks
– February 11 – March 3, 2012
• 601 Respondents


How We Analyzed the Results


• Multiple regression analyses were
conducted to identify the most important
predictors of Industry Job Satisfaction
• New variables were introduced to rinse
and condense the information present
in survey questions
• Explored using both interval scale and
dummy variables. In the end, we used
dummy variables for our analysis

The Results


We’re Generally a Happy Group
Rate Your Happiness
78.4%
50.7

19.9
15.1
6.5 7.8

Miserable Unhappy Satisfied Enjoy Love


And We’re Getting a Bit Happier
Change in Happiness in Last 12 Months

40.0

26.2
19.4
9.5
4.8

Much Worse Worse Same Better Much Better


What we LOVE
about our jobs


We love the people and the dynamic nature of the business

What We Love about Our Jobs


What we HATE
about our jobs


We hate the some of the people, the work, and the long hours

What We Hate about Our Jobs


We’ve Been Loyal to Our Employer
Time in Current Job
34.1

22.4 23.6

9.8 10.2

<1 year 1-2 years 3-4 years 5-10 years >10 years


But Not Because We’re Happy
Happiness by Time in Current Job 6.3% correlation (weak)

3.33 3.52 3.37 3.53
3.22



2/3 of Us Plan to Leave in Next 2 years
Percent by Commitment
62.0% 42.7

30.6

19.3

7.5

Actively looking Next Year or Two Five Years Lifer


We’re Leaving Because We’re Unhappy
Happiness by Commitment Level 52.2% correlation (strong)

3.9 4.1
3.4
2.3

Actively looking Next Year or Two Five Years Lifer


Who is Unhappy?


First, what doesn’t
correlate with job happiness


Both Sexes Equally Happy
Happiness by Gender 8.9% correlation (weak)

3.30 3.48

Male Female


We Work Hard
Percentage by Hours Worked
41.4
33.1

16.9

0.7 1.8 3.2 2.5
0.5

<20 20-29 30-39 40-49 50-59 60-69 70-79 80+


Long Hours Don’t Make Us Unhappy
Happiness vs. Hours Worked 7.8% correlation (weak)

4.07
3.39 3.35 3.39 3.47
3.00 3.00 3.09

<20 20-29 30-39 40-49 50-59 60-69 70-79 80+


We Feel Underpaid
Rate Your Compensation
50.7

32.7

5.5 6.0 5.1

Gulag Worker Underpaid Fair Overpaid Top of field


But Money Doesn’t Buy Happiness
Happiness by Compensation 20.6% correlation (medium)

3.6 3.8
3.1 3.2
2.9

Gulag Worker Underpaid Fair Overpaid Top of field


Tenure Doesn’t Matter Much
Happiness by Time in Industry 8.8% correlation (weak)

3.40 3.36 3.35 3.54
3.20



Role Doesn’t Matter Much Either
Happiness by Role 11.7% correlation (weak)

3.29 3.58 3.54 3.46
3.21

Advertiser Agency Publisher Tech / Service Other
Provider


Now, here’s what does
correlate with job happiness


Location makes a difference
Happiness by Location
3.57 3.62 3.71 4.00
3.21 3.24 3.40 3.45 3.48 3.50
2.80


20-somethings Least Happy
Happiness by Age 12.5% correlation (weak)

3.40 3.59 3.53 3.50
3.19

20-29 30-39 40-49 50-59 60+


We Are Unhappiest in Lower Ranks
Happiness by Seniority 25.4% correlation (medium)
4.21 3.94
3.33 3.38 3.67 3.73
3.09 3.08


Underlings Make Us Smile
Happiness by # of People Managed 16.4% correlation (weak)
4.40
3.56 3.78 3.79
3.25 3.34

0 1-10 11-20 21-50 51-100 101+


Training Makes Us Happy
Happiness by Preparation for Current Job 20.5% correlation (medium)

3.35 3.65
3.33
2.78
2.44

Drowning Need Help Adequately Maestro In My Sleep
Trained


A Career Path Makes Us Even Happier
Happiness by Opportunity for Advancement 42.0% correlation (strong)

3.77 3.89
3.47
2.91
2.22

Stuck in Dead A Chance for Will Eventually Easy to get Guaranteed with
End Job Advancement Get Promoted promoted if reasonable
work hard effort


focus on lower ranks with
training + opportunities
-> happiness
-> retention

Other Interesting Findings


Advertiser Perspectives


Advertisers like their Agencies
72.5% rated at or above average
Rate Your Media Agency Agencies are from Lake Wobegon

35.0
30.0

17.5
10.0
7.5

Terrible Below Average Average Above Average The Best


If advertisers had a magic wand…


Advertisers want agency partners who lead with good experience


Publisher Perspectives


Publishers Not Fond of Media Agencies
Rate The Media Agencies You Deal With
56.8

34.0

3.1 5.6
0.6

Horrible Bad Average Pros Fantastic


Because They Are Frustrated
Describe Your Working Relationship with Agencies
40.3

23.9
17.0
11.3
7.5

Would Rather Just Buy Same Repackage My Innovative / They Help Me
Sell Around Things bc Easy ideas Open to Ideas Sell
Them


If publishers had a magic wand…


Publishers want agencies to be creative, understand, and communicate


Agency Perspectives


Agencies Love Microsoft Excel
Time Spent in Microsoft Excel
54.3

34.8

7.9
1.8 1.2

Never <15 Minutes 15-60 minutes 1-4 hours >4 hours


Agencies Use Excel to Make Media Plans
Tool for Creating Media Plans
76.1

8.4 9.7
1.3 4.5

Symphony MediaMind iDesk MediaVisor Excel


Agencies Use comScore for Research
Tool for Research
70.0

9.4 12.5
1.3 1.9 5.0

Quantcast Alexa Compete Other Nielsen comScore


Agencies Use DFA for Ad Serving
Tool for Ad Serving
54.1

21.7
11.5
4.5 7.6
0.6

Zedo Mediaplex Atlas Other MediaMind DFA


Most Agencies Not Happy With Tools
Rate Your Tools
59.4% 51.5

38.2

7.9
2.4

Bad Mediocre Good Double Rainbow


If agencies had a magic wand…


Agencies want better clients, better work, better tools, and fewer hours


Ad Serving

Research
76.1%
Buying / Billing

Email Excel File
Sharing

replace excel


Ad Serving

Research

Buying / Billing


You Get Detailed Publisher Info

7,500+ sites


It’s better
than Excel
more powerful
AND
easier to use


and it’s free


Grunt Knowledge
Worker Worker

Digital Media
Happiness Project


www.NextMark.com/planner

Chris Chris Joe
Chris O’Hara Chris DeMartine Joe Pych
CRO Director of Biz Dev Founder & CEO


Gift Card Winners


DAS SOTI Presented by Nextmark: What We Love, Hate and Desire in Our Digital Media Jobs

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DAS SOTI Presented by Nextmark: What We Love, Hate and Desire in Our Digital Media Jobs