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Helping brands prepare for the future
In partnership with
About MediaSense
MediaSense 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 redefne 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 technology
Find out more: media-sense
MediaSense
Tennyson House
159–165 Great Portland Street
London, W1W 5PA
+44 (0) 20 7307 1400
info@media-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. Don’t let yourself be lulled
into inaction.”
BILL GATES
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.
The results of this research affrm and
surprise in equal measure. Many of the
nascent trends we identifed 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 signifcant
issues such as brand safety, transparency,
accountability, organisational models
and identifes the real issues demanding
consideration and ingenuity of marketers.
Our fndings 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 signifcant contribution of ISBA’s
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 fnd the results of the
2017 study useful, informative and
actionable for your own business.
Andy Pearch,
MEDIASENSE
CO-FOUNDER
Graham Brown,
MEDIASENSE
CO-FOUNDER
3Media2020
Contents
Section 1
Brands are taking more
control – customer data is
empowering marketing to
drive growth
Section 5
Brands expect transparency
to be fxed, but brand safety
is giving marketers sleepless
nights
Section 2
Brands are building marketing
teams around their data
capability and seeing the
benefts
Section 6
The measurement industry
is failing brands on multiple
fronts
Section 3
Brands and agencies are
experimenting with more agile
operational models
Section 7
Brands are falling out of love
with technology platforms and
demanding quality
Section 4
Media Agencies continue to
extend their remit, but there is
an elephant in the room
Section 8
We have reached peak media
complexity
691216
19222528
Executive summary – key fndings
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 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 benefts
The overwhelming majority of respondents,
– a whopping 78% – confrm 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 models
To 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 signifcant 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 frms, capable not just of solving
marketing, but also addressing
entire business challenges.
5. Brands expect transparency to
be fxed, 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 fxable, 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
diffcult 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,
effcient budget allocation and consumer insight.
7. Brands are falling out of love
with technology platforms and
demanding quality
With so many issues around the effectiveness
of digital, marketers are ‘feeing 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 simplifcation. 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.Executive summary
Media2020
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