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



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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

6.5

15.1 19.9

50.7

7.8

Miserable Unhappy Satisfied Enjoy Love

Rate Your Happiness 78.4%


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


What we LOVE about our jobs


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


What we HATE about our jobs


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


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


But Not Because We’re Happy

3.22 3.33 3.52 3.37 3.53


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


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%


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)


Who is Unhappy?


First, what doesn’t correlate with job happiness


Both Sexes Equally Happy

3.30 3.48

Male Female

Happiness by Gender 8.9% correlation (weak)


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


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)


We Feel Underpaid

5.5

32.7

50.7

6.0 5.1

Gulag Worker Underpaid Fair Overpaid Top of field

Rate Your Compensation


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)


Tenure Doesn’t Matter Much

3.40 3.20 3.36 3.35 3.54


Happiness by Time in Industry 8.8% correlation (weak)


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)


Now, here’s what does correlate with job happiness


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


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)


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)


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)


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)


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)


focus on lower ranks with training + opportunities

-> happiness -> retention


Other Interesting Findings


Advertiser Perspectives


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


If advertisers had a magic wand…


Advertisers want agency partners who lead with good experience


Publisher Perspectives


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


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


If publishers had a magic wand…


Publishers want agencies to be creative, understand, and communicate


Agency Perspectives


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


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


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


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


Most Agencies Not Happy With Tools

7.9

51.5

38.2

2.4

Bad Mediocre Good Double Rainbow

Rate Your Tools

59.4%


If agencies had a magic wand…


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


76.1%

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Grunt Worker

Knowledge Worker


Digital Media Happiness Project


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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