Kantar Millward Brown invites you to briefly shift your focus inward and take a deeper look at the aspirations, challenges and opportunities in the media and digital space. What keeps marketers up at night? Is it the same across buy-side and sell-side? Are buzzworthy topics really a top concern? Are you keeping pace with the industry when it comes to measurement?
With input from more than 330 leaders, representing advertisers, agencies and media companies across the world, Getting Media Right answers these questions and provides practical implications for getting your media right and creating breakthrough marketing in a connected world.
Top 5 Strategic Challenges Marketers Face:
1. Measuring/Proving ROI
2. Understanding omnichannel behavior
3. Optimizing media investment
4. Developing content for multiple channels
5. Managing shrinking budgets
Top 5 Tactical Challenges Marketers Face:
1. Viewability
2. Brand safety/ad adjacency
3. Targeting
4. Ad fraud
5. Ad blockers
To GetMediaRight marketers need to:
#Get Equipped (Build a network of trusted sources to make more confident decisions); #GetSynced (Integrate and align strategies, channels, and messages); #GetOptimised (Act on data in relative real time to maximize impact); #GetValidated (Measure ROI of all channels and prove results).
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