IHS Sells Credibility To Manufacturer Sponsorships

Author: Brian Karas, Published on Oct 18, 2016

A valuable manufacturer opportunity or a conflict of interest?

Trade magazines have long offered promotional whitepapers and webinars to manufacturers.

Now IHS (formerly IMS), who is frequently cited for industry data, is promoting its own rival marketing services.

In this report, we review the sponsorship opportunities IHS is pitching to manufacturers, IHS' response and analysis of IHS' claims there is no conflict of interest created by this practice.

The Pitch

IHS's video surveillance group has been privately promoting their webinar sponsorship opportunities to manufacturers. In an excerpt from their pitch deck, which an IHS prospect sent to us, it is clear these webinars are intended to position the sponsoring company positively, and drive leads/revenue as a result of the sponsorship:

Example EMC

IHS touts EMC as a success story for this approach, as this slide shows:

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

EMC paid IHS and IHS validated them, joining in on their sales pitch webinar as well, embedded below:

As EMC highlights, not only did IHS accept payment for the webinar, they simultaneously released new 'research' favorable to EMC.

The Price

Sponsorship cost is laid out in a document outlining the webinar program. It costs $11,000 for a report that has 2-3 sponsors sharing the report, or $22,000 for an exclusive report. For another $10,000 IHS will produce a "companion report" to go along with the webinar.

Topics Looking For A Sponsor

IHS' website lists topics they want sponsorships for. These are reports or studies that IHS will undertake if they find suitable sponsors. Topics include "Moving to 4K Video Surveillance: What You Need to Know" and "Video Surveillance Industry: Is it Commoditizing?"

Opportunity for Manufacturers

While IHS pricing is a premium to the trade magazines (who typically list ~$10,000 per webinar), IHS certainly has far greater credibility than the trade magazines, especially since they can leverage market size and projection figures to validate the manufacturer. As such, for a manufacturer looking for such validation, hiring IHS for marketing might be a good resource for manufacturers.

IHS' Statement

We asked IHS for clarification on how these marketing programs are sold and yet not influence coverage of sponsoring companies.

IHS provided a statement saying "The aim of these webinars is to be educational, not sales focused – our webinar team spends a lot of time with the client to ensure the focus is on education." Yet they clearly promote "lead generation" and "branding" as benefits of the webinar, goals usually not associated with an education-driven program.

When asked how they avoid a conflict of interest in selling sponsorships to the same companies they provide analysis on, IHS provided the following response:

We provide market statistics and trend analysis in the reports; we do not assess product/service quality. The market share estimates we publish are available to all clients of our video surveillance intelligence service. They are not unique awards.

We go to great lengths to ensure the market shares are as accurate as possible (including getting audited accounts from private companies). If companies received preferential treatment, we would lose the trusted relationships with our client-base. We have a vested interest in not allowing this to happen.

However, the challenge for market share numbers is rarely are those numbers actually audited and significant judgment / trust is needed to estimate current numbers as well as the even more subjective projections of future growth.

Challenge Maintaining Neutrality But Good Manufacturer Opportunity

IHS says that giving companies preferential treatment would affect their trusted relationships with clients, however selling promotional webinars to companies you claim to provide neutral analysis of is exactly the kind of action that can erode the trust of clients. Working closely with sponsoring companies can easily lead to a biased perception of those companies.

However, this could be a valuable revenue stream for IHS and opportunity for manufacturers who want to leverage IHS' brand.

Comments (6) : PRO Members only. Login. or Join.

Related Reports on Marketing

AV Tech Company Profile on Dec 07, 2018
Taiwanese manufacturer AV Tech's revenue declined ~70% since 2012. Planning a comeback, AV Tech spoke to IPVM about their opportunities and...
Fullerton Returns, Joins OpenEye on Dec 04, 2018
Eric Fullerton became one of the most famous people in the industry as the Chief Sales and Marketing Officer of Milestone as Milestone became the...
SS&Si Claims To Be "The New Face of Security Distribution" on Dec 03, 2018
Can 27-year-old Jake Voll disrupt the security distribution giants? He has positioned his company SS&Si as the 'NEW FACE' of...
Longse USA Profile on Nov 30, 2018
In September 2017, Longse bought and opened their USA office. As one of the largest South China surveillance manufacturers, they have previously...
ADT Promotes DIFY - "Do It For You" on Nov 30, 2018
"Do It Yourself" (DIY) is a popular expression and has become such a common word that it has even made the Cambridge English dictionary. But why...
Vintra "AI-Powered" Video Analytics Startup Profile on Nov 27, 2018
Vintra is a Silicon Valley startup focused on AI-based video analytics. They had booths at IACP and ISC West demonstrating their hosted or...
Axis Bad Marketing - Panoramic Commercial on Nov 23, 2018
Axis is bad at marketing. Recall last month - Axis: "No One Wants To Buy A Camera" and, more generally their 2018 production introductions. But...
ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...
Axis: "No One Wants To Buy A Camera" on Nov 09, 2018
Axis has, in its own description, made a bold declaration: The industry is changing so rapidly that the following statement might seem bold but...
Wyze Explosive Growth Disrupting Consumer IP Camera Market on Oct 30, 2018
Wyze, a company founded only in 2017, is poised to disrupt the consumer IP camera market by combining American marketing and Chinese manufacturing...

Most Recent Industry Reports

The 2019 Video Surveillance Industry Guide on Dec 10, 2018
The 300 page, 2019 Video Surveillance Industry Guide, covers the key events and the future of the video surveillance market, is now available,...
Multi-Factor Access Control Authentication Guide on Dec 10, 2018
Can a stranger use your credentials? One of the oldest problems facing access control is making credentials as easy to use as keys, but restricting...
Top 2019 Trend - AI Video Analytics on Dec 10, 2018
160+ Integrators answered: What do you think the top industry trend will be in 2019? Why? AI / video analytics was the run-away winner with...
AV Tech Company Profile on Dec 07, 2018
Taiwanese manufacturer AV Tech's revenue declined ~70% since 2012. Planning a comeback, AV Tech spoke to IPVM about their opportunities and...
Ubiquiti $79 Flex IP Camera Tested on Dec 07, 2018
U.S. Manufacturer Ubiquiti has released a 1080p, integrated IR IP camera, selling it directly for $79, making this one of the least expensive IP...
Infinova's Xinjiang Business Examined on Dec 07, 2018
As pressure mounts for companies to stop doing business in China’s Xinjiang region amid a severe human rights crisis, IPVM has found Infinova sold...
Akuvox Intercom Profile on Dec 06, 2018
Akuvox, a Chinese manufacturer of VoIP products, is expanding heavily into Video Intercom products with disruptive pricing targeted for commercial...
Sublethal Camera Gun Examined on Dec 06, 2018
Sublethal is a South African company that manufactures a remotely-controlled, camera-enabled gun called the Boomslang, which is Afrikaans for tree...
UK ICO Denies IPVM GDPR Complaint Against IFSEC, Decides Each Exhibitor Responsible on Dec 06, 2018
The UK Information Commissioner's Office (ICO) has denied IPVM's complaint against IFSEC for misuse of facial recognition. Each Exhibitor...
VMS Live Monitoring Shootout - Avigilon, Dahua, Exacq, Genetec, Hikvision, Milestone, Network Optix on Dec 05, 2018
Viewing live video is the first interaction and most common task most users have with a VMS. Who does it best and worst? Who offers the most...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact