2020媒体报告：帮助品牌为未来做准备（英文版）_32页

MediaSense 2017 Study Summary

Core Content

The 2017 MediaSense study, titled Media2020, explores the evolving landscape of media and marketing in the context of digital transformation, customer data, and the shifting roles of brands and agencies. The report highlights the increasing importance of data-driven strategies, the rise of agile and hybrid operational models, and the challenges surrounding transparency, brand safety, and measurement.

Main Points and Key Findings

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

• Marketing is now seen as a growth driver, not just an expense.
• 78% of respondents consider data analytics and insight as the most critical media capability (up 11% from 2015).
• Customer data ownership is a key enabler for brands to drive growth and make informed decisions.
• Brands are increasingly accountable and authoritative in the boardroom due to better visibility of customer journeys.
• Effectiveness modeling is also becoming more important (42% in 2017, up 10% from 2015).
• Traditional media planning and buying is becoming less relevant (13% in 2017, down 5% from 2015).

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

• 54% of brands rely on in-house for strategic data management advice (up 12% from 2015).
• C-Suite is driving the shift toward in-house capabilities, with 68% of Marketing Directors agreeing marketers will do more in-house (up from 56% survey average and 36% procurement respondents).
• Brands are importing specialists with data science skills to enhance their capabilities.
• Centres of excellence and global labs are being established to maintain expertise in areas like programmatic media and personalized content.
• Agile thinking is replacing traditional, rigid marketing processes.

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

• Agility is a common theme among interviewees, with a focus on flexibility, adaptability, and scalability.
• 80% of respondents believe that organisational change is required to develop and deliver dynamic creative.
• In-House and On-Site agency models are emerging as alternatives to the traditional Best in Breed and Holding Company models.
• Brands are tweaking their agency models continuously to align with evolving needs.
• Integration is becoming a valued behavior, even if it means sacrificing some choice for simplicity.

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

• Media agencies are taking on more technical roles, but creative content development remains their domain.
• 39% of brands now rely on in-house or self-serve platforms for strategic advice on paid media, down from 11% in 2015.
• Management Consultants are becoming a major threat to media and creative agencies, particularly in performance marketing.
• Brands are rethinking their reliance on agencies, especially as they gain more control over data and technology.

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

• Transparency is seen as something that can be addressed by agencies, but brand safety is a systemic issue.
• Brand safety is now a board-level concern, with marketers worried about the environment in which their ads are placed.
• Brands are seeking more control over their media investments and the platforms they use.

6. The measurement industry is failing brands on multiple fronts

• The measurement ecosystem is fragmented and non-standardised, leading to uncertainty in evaluating media effectiveness.
• Lack of credible evidence for success is a major issue for brands.
• Brands are calling for consistent metrics and more reliable measurement tools.

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

• 44% of brands are considering shifting funds from paid to owned and earned media, down from 71% in 2015.
• Brands are reducing trust in technology platforms, as they seek to protect their brand values and customer data.
• Technology is a means to an end, not an end in itself.
• Many brands are moving toward owning their own technology stacks, even if they don’t manage them directly.

8. We have reached peak media complexity

• The media ecosystem has reached peak complexity, with consolidation and integration expected.
• The hype around automation, dynamic content, and social platforms has subsided.
• Performance marketing is plateauing, and there's a rediscovery of brand building as a core strategy.
• Brands are relying on intelligent data analytics and robust data management platforms to anchor customer relationships.

Key Quotes

"The one thing that keeps me awake at night? That we are spending in the right area and that it is a good environment."
– Marketer on brand safety concerns

"We need better customer data, and more insight; our insight capability is arguably even more important than our technological capability."
– Marketer on data and insight priorities

"We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don't let yourself be lulled into inaction."
– Bill Gates

Conclusion

The 2017 MediaSense study underscores a shift in media and marketing strategy, driven by data ownership, agility, and a renewed focus on brand building. Brands are increasingly self-reliant, experimenting with new models, and demanding more accountability and transparency from agencies and the broader media industry. While challenges like measurement reliability and brand safety persist, the long-term direction suggests a more integrated, data-driven, and customer-centric approach to media strategy.