News & Insights

Media 2025 Research Programme – Wave 6 Launches

MediaSense’s Media 20:20 research programme, now in its sixth wave tracks how brands and their agencies have responded and adapted to the evolutions in consumer media usage and the marketing technology landscape.

Our latest research serves as a record of how marketers have adjusted their internal and external media operating models and transformation ambitions. It provides the foresight for organisations looking to better equip themselves for an ever-changing media ecosystem into 2024 and beyond.

Report insights combine industry-leader interviews with a global survey of senior marketers – the findings make essential reading for CMOs, Marketing & Media Directors, Agency Leads and Procurement & Digital teams.

10 Years of Innovative Research2015-2024: Experimentation, Transparency & Transformation

In 2016 many brands were experimenting with their digital transformation journey – bringing in specialists and organising teams to deliver customer-centric marketing and communications.

2017’s wave found brands requesting increased transparency in their data, strategy, and agency relationships.

In 2019 and the 2020 refresh it was apparent that an even greater proliferation of media operating models were being pursued – as brands find the structures and relationships that work their business. A new set of challenges had emerged, this time more human than technological.

2022’s wave discovered that brands had become ambitious – looking to evolve into more self-sufficient, data and integrated consumer-centric organisations. Both brands and agencies pointed in the same direction of transformation. But whereas both parties could be optimistic about the future, brands felt intensely frustrated, discovering that the operational realities of integrating content, media, data and tech.

In the latest 2024 study, we now find the media and advertising landscape in the ‘next phase of its evolution’ as global media leaders now look to data, AI and a more collaborative client-agency approach to navigate an era of rapid change and drive efficiencies in transformation. Transformation is progressing, but for many, it is still in its infancy with organisational structure cited as is the biggest blocker to transformation.

You can read more information here and request a copy of Wave Six using the form below:

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