媒体2020年报告.pdf

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030Helping brands prepare for the futureIn partnership withAbout MediaSenseMediaSense specialises in engineering value and navigating change for better outcomes across the paid, earned and owned media spectrum. Helping brands take greater control since 2009, we are proud to work with a wide selection of clients including Adidas, Aviva, BGL Group, BP, Dixons Carphone Warehouse, Lloyds, Royal Mail and Tesco. In an increasingly integrated and digitised media ecosystem, our services enable clients to optimise their internal and external resources, media budgets, contracts, technology and content to drive better business performance. Our specialist advisory team focus on four areas for clients; We help brands to redefine and reset their media performance levels We bring a stronger process to commercial governance We have developed innovative techniques for open or closed pitch management We equip brands with a deeper understanding of data and technologyFind out more: media-senseMediaSenseTennyson House159165 Great Portland StreetLondon, W1W 5PA+44 (0) 20 7307 1400infomedia-sense “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Dont let yourself be lulled into inaction.”BILL GATESForward thinkingConceived 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. The results of this research affirm and surprise in equal measure. Many of the nascent trends we identified in 2015 are now crystallising, and a clear route map to 2020 is emerging for those brands which are prepared to see media as an investment area. The study also helps to clear the fog of industry “debate” around significant issues such as brand safety, transparency, accountability, organisational models and identifies the real issues demanding consideration and ingenuity of marketers. Our findings indicate that the media ecosystem, driven by rapid developments in technology and customer data, is undergoing a profound and sustained shift. The 2020 ecosystem we see is far from homogenised; rather it is characterised by more varied, hybrid, agile and customised organisational models. The rate of progress and change however, we believe will be frustrated by legacy attitudes, systems and processes as well as unfortunately, vested interests. We are committed to reiterating the study as we approach 2020 and beyond, to identify shifts, new areas of concern or opportunity, changes in sentiment and actions that are being taken. We continue to be extremely grateful for the significant contribution of ISBAs Executive and Media committees and Debbie Morrison and her team for their continued support and endorsement of this initiative. We are also indebted to all the marketers who gave their time to be interviewed and responded to the questionnaire and for providing frank and thoughtful insights on their businesses and the media industry. We also thank our research partner Ipsos Connect who have again risen to the challenge of developing, hosting and collating the quantitative research. We hope you will find the results of the 2017 study useful, informative and actionable for your own business. Andy Pearch,MEDIASENSE CO-FOUNDERGraham Brown,MEDIASENSE CO-FOUNDER3Media2020ContentsSection 1Brands are taking more control customer data is empowering marketing to drive growthSection 5Brands expect transparency to be fixed, but brand safety is giving marketers sleepless nightsSection 2Brands are building marketing teams around their data capability and seeing the benefits Section 6The measurement industry is failing brands on multiple fronts Section 3Brands and agencies are experimenting with more agile operational models Section 7Brands are falling out of love with technology platforms and demanding quality Section 4Media Agencies continue to extend their remit, but there is an elephant in the room Section 8We have reached peak media complexity 6 9 12 1619 22 25 28Executive summary key findings1. Brands are taking more control customer data is empowering marketing to drive growthMarketing is now considered as a driver of business growth, not an expense for some brands. The study reveals marketers have a sense of renewed empowerment and are more positive about their ability to contribute to business success. Traditional media planning and buying is becoming less of a concern for brands as they become more capable fuelled by ownership of actionable data. 2. Brands are building marketing teams around their data capability and seeing the benefitsThe overwhelming majority of respondents, a whopping 78% confirm that data analytics and data insight is the critical media capability. Brands are taking control, recognising that they need to build distinct skillsets within their organisations and continue to bring more specialists into their business, particularly those with data science skills, as they build marketing around the customer.3. Brands and agencies are experimenting with more agile operational modelsTo meet the needs of a more data-driven, customer centric marketing model, all those we interviewed recognise that a more “agile” internal and external operating model is now required. A more dynamic creative and media operating model is emerging out of the imperative to be more agile, but over 80% think significant organisational change is still required to deliver it.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 simplicity and control, and are experimenting with On-Site and In-House agencies to achieve this. The threat comes from the big Management Consultancy firms, capable not just of solving marketing, but also addressing entire business challenges. 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 “transparency” is fixable, as it is primarily in the agencies power to do so; their concern is that brand safety, now a board level issue, is systemic, which will be much more difficult to solve.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 never has measurement been so unreliable, with a lack of credible evidence for success for large proportions of media investment. A fractured and non-standardised media measurement ecosystem is an impediment to better communications planning, efficient budget allocation and consumer insight.7. Brands are falling out of love with technology platforms and demanding qualityWith so many issues around the effectiveness of digital, marketers are fleeing to gold less than half (44%) think they will be shifting funds from paid to owned and earning channels versus 71% in 2015. A lack of trust is apparent with technology platforms as marketers protect not only the value of their own data, but also their brand values. 8. We have reached peak media complexity The media ecosystem has now reached peak complexity, and we will start to see greater consolidation, integration and simplification. Much of the hype and expectation created by automation, dynamic content and social platforms has subsided. The rise of performance marketing is plateauing. There seems to be a rediscovery of the importance of brand building to retain and anchor customers, powered by intelligent data analytics and robust data management platforms.5Executive summaryMedia202061Brands are taking more control customer data is empowering marketing to drive growth“The one thing I am most optimistic about is that we are as marketers getting more important.”201578% of respondents confirm that data analytics and insight is the critical media capability, an increase of 11% since 2015.201578%67%2017Media2020WHAT WE SAID IN 2015Brands are taking more control customer data is empowering marketing to drive growthince 2015, every organisation we spoke to has been re-organising into a more data-driven and customer-centric business. All respondents acknowledged that organising resources around customers also means owning customer strategy and customer data. Whilst bringing data in-house was a key trend in 2015, data ownership and activation is now a prerequisite for any company aspiring to deploy data-driven marketing.This has significant implications for marketers and their roles within the organisation. Most feel more empowered and more positive about their contribution to business success. Control of customer data provides greater visibility over the customer journey to purchase, which means marketers are more accountable and more authoritative in the boardroom. As one brand marketer said, “Marketers now are actually - if they care to be - much better equipped to deal with investment accountability than they have been before.”For many organisations, marketing is increasingly seen as a business growth driver, not just an expense. The emergence of the Chief Growth Officer role is the outcome of major organisations reorganising themselves around customer data. Reflecting on a recent organisational restructure, one interviewee stated:“Marketing should be viewed and activated as a P&L discipline in its own right, not as a cost with a spurious ROI.” The ownership and activation of customer data is a key asset and is becoming the core currency driving internal and external change. One interviewee even spoke of activating their own Media P&L, since all their investment was now driving business outcomes.Insight from data, not the data itself, is crucial to marketers: “We merge our own data with industry data; we wouldnt want to lose this capability and the insights we get from analysing it.” Data analytics and insight is now by far and away the most critical media capability, confirmed by 78% of respondents ( 11% from 2015). Effectiveness modelling is also a more important capability to own (2017: 42%, 10% from 2015). The corollary to this is that traditional media planning and buying is less important to brands as customer data is more actionable than survey-based data (2017: 13%, 5% from 2015).The ownership of customer data is changing media planning, the fundamentals of which are personalisation of content, relevance of messages, and holistic communications touchpoints. Increasingly, media plans are built around the customer journey and invite customer dialogue and feedback. Live data insights from campaign analytics are being recycled into ongoing activity, creating a virtuous circle of improving effectiveness.As we saw in our original research, brands have decided they should in-source capabilities which are critical for delivering competitive advantage, leading to data management, modeling and activation being brought in-house. Unsurprisingly, many of the brands we spoke to are becoming more confident in managing data platforms themselves and are open to having direct relationships with AdTech and MarTech companies. Our interviewees all recognised that data ownership requires commitment and persistence: “If you have a DMP (Data Management Platform), you need a strategy and you need to own it.” For many, the complex challenges of building a DMP are causing sleepless nights, but once committed we see few brands reversing back out.S“Every company is in a different place, at a different stage in their digital transformation.”“Insight is key to delivering competitive advantage.” There was still a long way to go in restructuring the marketing department for data driven marketing, but brands were expressing requirement for data ownership and repatriation.TABLE 2 P10TABLE 1 P87Brands are taking more control customer data is empowering marketing to drive growthMedia2020Table 1. Which of the following media capabilities do you judge will be most critical to the success of your business?Data analytics and insightEffectiveness modellingProgrammatic tradingCommunity managementSocial media managementPay-per-click (PPC)Technology developmentOmni-channel planningSearch Engine Optimisation (SEO)Traditional planning and buyingMobile expertiseContent development2015 2017Brands no longer seem to be in awe of data technology, and are using it to harness and activate customer data. Marketers understand that technology is a means to an end, not an end in itself.“We need better customer data, and more insight; our insight capability is arguably even more important than our technological capability.”Nevertheless, in the same way as marketers want to take control of their data, most of our respondents want to own their own technology stacks, even if they dont ultimately want to manage them.78%42%22%14%4%11%39%8%13%18%32%5%67%32%18%14%4%12%43%12%18%26%50%3%Data and insight up 11% since 2015.Content development down 18% since 2015.8Brands are taking more control customer data is empowering marketing to drive growth Media20209 Media20202Brands are building marketing teams around their data capability and seeing the benefits “As a result of the new insight performance teams, we have taken back strategic control of our brands from our agencies.”2017201554%42%54% rely on in-house for strategic advice in data management, an increase of 12% since 2015.Media2020hen we asked respondents where they would seek strategic advice on data management, the majority (2017: 54%, 12% from 2015) saw this as an internal capability. External specialists and media agencies are less likely to play this key role than in our original surveyo years ago, we found many organisations struggling to integrate cross-discipline teams. The increased focus on digital marketing and the rising investment in conversion channels was causing significant disruption within marketing structures. Whilst all the marketers we spoke to acknowledge the challenge of balancing brand marketing and performance marketing, there is now a recognition that the skills and capabilities required for both are highly valued and mutually dependent. The C-Suite is leading the in-house char