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Media2020 Study Summary (2017)

Core Content

The 2017 iteration of the Media2020 study highlights the evolving landscape of marketing and media in the context of rapid technological and data-driven transformation. The study, based on interviews and surveys with over 250 senior marketers, reveals a shift in how brands perceive and approach media planning, buying, and performance.

Key Findings

1. Brands are taking more control - customer data is empowering marketing to drive growth

• Customer data is becoming a central asset for brands, enabling them to drive growth and make informed decisions.
• Marketers now see themselves as growth drivers, not just expenses.
• Data analytics and insight are identified as the most critical media capability (78% of respondents), up from 67% in 2015.
• Effectiveness modeling is also growing in importance (42%, up 10% from 2015).
• Traditional media planning and buying is becoming less relevant (13%, down 5% from 2015).
• Brands are increasingly in-house in managing their data and are open to direct relationships with AdTech and MarTech providers.

2. Brands are building marketing teams around their data capability and seeing the benefits

• Brands are prioritizing data-centric teams, bringing in specialists such as data scientists.
• The role of agencies is shifting from strategic to more executional.
• 68% of Marketing Directors believe marketers will do more in-house, compared to 56% overall and 36% among procurement respondents.
• Centres of excellence and global labs are being established to maintain expertise in areas like programmatic media and personalized content.
• Brands are now looking for guidance on when and how to in-source new capabilities.

3. Brands and agencies are experimenting with more agile operational models

• Agility is a key requirement for modern marketing, with 80% of respondents believing organizational change is necessary to deliver dynamic creative.
• Brands are adopting hybrid models such as In-House and On-Site agencies to achieve greater control.
• Integration is becoming a norm, with teams composed of mixed and complementary skills.
• Holding Company and Best in Breed models are gaining traction, offering media-neutral strategies and shared KPIs.
• Marketers are open to experimenting with new agency models that align with their evolving needs.

4. Media Agencies continue to extend their remit, but there is an elephant in the room

• Media agencies are taking on more technical tasks, but creative services remain outside their scope.
• Only 39% of respondents believe media agencies will develop content ideas, down from 54% in 2015.
• Management Consultants are emerging as a significant threat, especially in performance marketing and automated marketing.
• Brands are becoming more confident in managing paid and earned media internally, using DMPs and self-serve platforms.
• Specialist digital agencies are still strong in areas like SEO and social media, but are losing ground to in-house and hybrid models.

5. Brands expect transparency to be fixed, but brand safety is giving marketers sleepless nights

• Transparency is seen as fixable by agencies, but brand safety is a systemic issue at the board level.
• Marketers are concerned about data misuse and advertising in inappropriate contexts.
• Brand safety is a major concern, and it is increasingly difficult to address due to its complexity and scale.

6. The measurement industry is failing brands on multiple fronts

• The media measurement ecosystem is fragmented and non-standardized, making it hard to assess the effectiveness of media spend.
• Brands are demanding consistent metrics and credible evidence for success across all media channels.
• Measurement is a key barrier to efficient budget allocation and consumer insight.

7. Brands are falling out of love with technology platforms and demanding quality

• Technology platforms are no longer seen as the ultimate solution; quality and trust are becoming more important.
• Only 44% of marketers plan to shift funds from paid to owned and earned channels, down from 71% in 2015.
• Marketers are skeptical of AdTech and are more focused on data ownership and brand values.
• Data ownership is seen as a competitive advantage, and brands are cautious about sharing it with agencies.

8. We have reached peak media complexity

• The media ecosystem has become highly complex, with automation, dynamic content, and social platforms no longer driving hype.
• Performance marketing is plateauing, and there's a rediscovery of brand building as a critical strategy.
• Intelligent data analytics and robust DMPs are key to retaining and anchoring customers.
• Consolidation and integration are expected as brands seek to simplify their media operations.

Main Views and Trends

• Data ownership is central to the new media landscape, enabling brands to drive growth and improve marketing effectiveness.
• Agile models are being tested, with brands moving towards hybrid agency structures.
• Transparency and brand safety are key issues, with the latter being a significant concern.
• The measurement industry is struggling to meet the needs of brands, leading to calls for standardized metrics.
• Technology platforms are losing trust, with brands demanding quality over automation.
• Management Consultants are emerging as a major competitor, especially in performance marketing.
• The media industry is at a complexity peak, with a trend towards simplification and integration.

Key Information

• The study was conducted with over 250 senior marketers.
• Data analytics and insight are now the most critical media capability (78%).
• 68% of Marketing Directors expect more in-house marketing activity.
• Holding Company and Best in Breed models are gaining popularity.
• Brand safety is a board-level concern, and transparency is seen as fixable.
• The measurement industry is fragmented and unreliable.
• Management Consultants are becoming a key threat to traditional media agencies.
• Agility and integration are seen as essential for customer-centric marketing.

Conclusion

The 2017 Media2020 study underscores the data-driven transformation in marketing and media. Brands are taking control, building data-centric teams, and experimenting with agile and hybrid models. While transparency is seen as a solvable issue, brand safety remains a major challenge. The measurement industry is under pressure to deliver consistent and reliable metrics, and technology platforms are losing favor due to a lack of trust and quality. As the industry moves towards simplification and integration, media agencies must adapt or risk being disintermediated by management consultants and in-house teams.