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

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Feedback

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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

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How We Analyzed the Results

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• 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

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@jpych #digidaydas #dmhp

The Results

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We’re Generally a Happy Group

6.5

15.1 19.9

50.7

7.8

Miserable Unhappy Satisfied Enjoy Love

Rate Your Happiness 78.4%

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And We’re Getting a Bit Happier

4.8

19.4

40.0

26.2

9.5

Much Worse Worse Same Better Much Better

Change in Happiness in Last 12 Months

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What we LOVE about our jobs

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What We Love about Our Jobs We love the people and the dynamic nature of the business

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What we HATE about our jobs

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What We Hate about Our Jobs We hate the some of the people, the work, and the long hours

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We’ve Been Loyal to Our Employer

9.8

34.1

22.4 23.6

10.2

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

Time in Current Job

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But Not Because We’re Happy

3.22 3.33 3.52 3.37 3.53

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

Happiness by Time in Current Job 6.3% correlation (weak)

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2/3 of Us Plan to Leave in Next 2 years

19.3

42.7

30.6

7.5

Actively looking Next Year or Two Five Years Lifer

Percent by Commitment

62.0%

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We’re Leaving Because We’re Unhappy

2.3

3.4 3.9 4.1

Actively looking Next Year or Two Five Years Lifer

Happiness by Commitment Level 52.2% correlation (strong)

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Who is Unhappy?

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First, what doesn’t correlate with job happiness

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Both Sexes Equally Happy

3.30 3.48

Male Female

Happiness by Gender 8.9% correlation (weak)

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We Work Hard

0.7 0.5 1.8

33.1

41.4

16.9

3.2 2.5

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

Percentage by Hours Worked

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Long Hours Don’t Make Us Unhappy

3.00 3.00 3.09 3.39 3.35 3.39 3.47

4.07

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

Happiness vs. Hours Worked 7.8% correlation (weak)

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We Feel Underpaid

5.5

32.7

50.7

6.0 5.1

Gulag Worker Underpaid Fair Overpaid Top of field

Rate Your Compensation

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But Money Doesn’t Buy Happiness

2.9 3.1

3.6 3.2

3.8

Gulag Worker Underpaid Fair Overpaid Top of field

Happiness by Compensation 20.6% correlation (medium)

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Tenure Doesn’t Matter Much

3.40 3.20 3.36 3.35 3.54

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

Happiness by Time in Industry 8.8% correlation (weak)

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Role Doesn’t Matter Much Either

3.29 3.21 3.58 3.54 3.46

Advertiser Agency Publisher Tech / Service Provider

Other

Happiness by Role 11.7% correlation (weak)

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Now, here’s what does correlate with job happiness

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Location makes a difference

2.80 3.21 3.24 3.40 3.45 3.48 3.50 3.57 3.62 3.71 4.00

Happiness by Location

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20-somethings Least Happy

3.19 3.40 3.59 3.53 3.50

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

Happiness by Age 12.5% correlation (weak)

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We Are Unhappiest in Lower Ranks

3.09 3.08 3.33 3.38 3.67 4.21

3.73 3.94

Happiness by Seniority 25.4% correlation (medium)

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Underlings Make Us Smile

3.25 3.34 3.56 3.78 3.79 4.40

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

Happiness by # of People Managed 16.4% correlation (weak)

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Training Makes Us Happy

2.44 2.78

3.35 3.65

3.33

Drowning Need Help Adequately Trained

Maestro In My Sleep

Happiness by Preparation for Current Job 20.5% correlation (medium)

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A Career Path Makes Us Even Happier

2.22 2.91

3.47 3.77 3.89

Stuck in Dead End Job

A Chance for Advancement

Will Eventually Get Promoted

Easy to get promoted if work hard

Guaranteed with reasonable

effort

Happiness by Opportunity for Advancement 42.0% correlation (strong)

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@jpych #digidaydas #dmhp

focus on lower ranks with training + opportunities

-> happiness -> retention

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Other Interesting Findings

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Advertiser Perspectives

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Advertisers like their Agencies

10.0

17.5

35.0

30.0

7.5

Terrible Below Average Average Above Average The Best

Rate Your Media Agency

72.5% rated at or above average Agencies are from Lake Wobegon

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If advertisers had a magic wand…

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Advertisers want agency partners who lead with good experience

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Publisher Perspectives

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Publishers Not Fond of Media Agencies

3.1

34.0

56.8

5.6 0.6

Horrible Bad Average Pros Fantastic

Rate The Media Agencies You Deal With

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Because They Are Frustrated

23.9

40.3

17.0 11.3

7.5

Would Rather Sell Around

Them

Just Buy Same Things bc Easy

Repackage My ideas

Innovative / Open to Ideas

They Help Me Sell

Describe Your Working Relationship with Agencies

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If publishers had a magic wand…

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Publishers want agencies to be creative, understand, and communicate

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Agency Perspectives

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Agencies Love Microsoft Excel

1.8 1.2 7.9

54.3

34.8

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

Time Spent in Microsoft Excel

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Agencies Use Excel to Make Media Plans

1.3 4.5 8.4 9.7

76.1

Symphony MediaMind iDesk MediaVisor Excel

Tool for Creating Media Plans

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Agencies Use comScore for Research

1.3 1.9 5.0 9.4 12.5

70.0

Quantcast Alexa Compete Other Nielsen comScore

Tool for Research

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Agencies Use DFA for Ad Serving

0.6 4.5

7.6 11.5

21.7

54.1

Zedo Mediaplex Atlas Other MediaMind DFA

Tool for Ad Serving

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Most Agencies Not Happy With Tools

7.9

51.5

38.2

2.4

Bad Mediocre Good Double Rainbow

Rate Your Tools

59.4%

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If agencies had a magic wand…

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

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@jpych #digidaydas #dmhp

76.1%

Email Excel File Sharing

Research

Ad Serving

Buying / Billing

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replace excel

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Buying / Billing

Research

Ad Serving

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You Get Detailed Publisher Info

7,500+ sites

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more powerful

AND

easier to use

It’s better than Excel

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and it’s free

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Grunt Worker

Knowledge Worker

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Digital Media Happiness Project

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www.NextMark.com/planner

Chris Chris O’Hara

CRO

Chris Chris DeMartine

Director of Biz Dev

Joe Joe Pych

Founder & CEO

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Gift Card Winners

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