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Media2020: Refresh

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Forward thinking

Conceived in 2015 as an industry survey, both as a barometer of, and forecast for change, Media2020 is designed to help marketers benchmark their thinking as they prepare their business for the future media ecosystem.

For its second iteration in 2017, we have kept our methodology consistent so that we can identify trends and the direction of travel for the industry. Blending the qualitative and the quantitative, 250+ senior marketers took part in interviews and an online survey to answer questions on key topic areas to better understand how attitudes have changed since our baseline study.

Key Findings

  1. 1

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

    Marketing is now considered as a driver of business growth, not an expense for some brands. The study reveals...

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  2. 2

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

    The overwhelming majority of respondents, – a whopping 78% – confirm that data analytics and insight is the critical...

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  3. 3

    Brands and agencies are experimenting with more agile operational models

    To meet the needs of a more data-driven, customer centric marketing model, all those we interviewed recognise that a more “agile”...

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  4. 4

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

    Media Agencies continue to acquire more technical tasks, but will need to work hard to stay up-stream. Brands seek...

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  5. 5

    Brands expect transparency to be fixed, but brand safety is causing sleepless nights

    “The one thing that keeps me awake at night? That we are spending in the right area and that it is a good environment.”

    Marketers believe...

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  6. 6

    The measurement industry is failing brands on multiple fronts

    “Give me one body and one consistent set of metrics for measuring media consumption across all media.”

    Never has data been so important, but...

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  7. 7

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

    With so many issues around digital, marketers are ‘fleeing to gold’ – less than...

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  8. 8

    We have reached peak media complexity

    The media eco-system has now reached ‘peak complexity’, and we will start to see greater consolidation, integration and simplification. Much of the hype...

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Executive Summary

In 2017, it is clear that the ecosystem of 2020 for all major brands will comprise the following key features: resources will be organised around profitable growth and customer retention; campaigns will be built on data platforms and powered by data insights; more consistent measurement standards will be developed and adopted to enable better attribution; more relevant and customised KPIs will become barometers of accountability; client and agency organisations will embrace more flexible and agile ways of working and collaboration across disciplines and companies will become an essential behavioural attribute.

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