Staff Reporters
Dec 1, 2021

Two-thirds of marketers say media agencies lack the technical expertise they need

In addition, nearly 70% of APAC marketers say they will consider bringing all media investment in-house, according to research from Kepler.

Two-thirds of marketers say media agencies lack the technical expertise they need

See full-size chart

Source: Media Investment Evolved, a report from Kepler based on a survey of marketers worldwide.

Methodology: Working with research company Vanson Bourne, Kepler conducted a combination of online and telephone interviews with 150 C-suite leaders, strategic business unit (SBU) leaders, and senior managers within SBUs. All had responsibility for media investment decision-making. The companies represented are based in the US, UK and APAC (Japan, Australia, Singapore), with 55% operating primarily in multiple countries and 45% operating primarily in a single country. The companies, representing a wide range of industries, all had revenues above $1 billion, and 43% had rvenenues above $10 billion).

More from this source:

APAC respondents:

  • 94% of APAC marketers will enhance in-house media investment technology.
  • 68% of APAC marketers to consider bringing all media investment in-house.
  • 96% of APAC marketers are likely to review their media agencies as data and technology become more important.

Global respondents:

  • 85% say data optimisation, rather than media-buying clout, is now the most important criterion determining media-investment performance.
  • 81% agree automation will reduce the importance of agency-network scale and traditional buying power.
  • 65% say traditional media agencies do not have the technology expertise their organisation requires to maximise media investment.
  • 61% believe media-agency talent and operating models are not evolving fast enough to deliver the support and service their organisation requires.
  • 60% struggle to find agencies that can support their in-housing strategies.
  • 52% will consider eventually taking all of their media investment talent and technology in-house.
  • 71% believe their digital-media performance is suffering because their media-agency partner/s do not have strong enough relationships with the technology giants.
  • 51% say ‘our corporate ethics will increasingly influence how and with whom we invest digital budgets.
This article is filed under...
Top of the Charts: Key data at a glance

 

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

Of fandom, kawaii, and marketing: Hello Kitty turns 50

Campaign dissects the secret sauce to Hello Kitty’s iconic global domination, its grasp of the timeless kawaii concept, and its astute understanding of nostalgia.

5 hours ago

Performance vs. branding? You're asking the wrong ...

While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.

6 hours ago

The best Christmas ads of 2024 are here

A roundup of the best Christmas ads, brimming with creativity and festive cheer. This list is live and will be updated continuously, so check back often for the freshest holiday inspiration.

10 hours ago

SearchGPT: How to adapt for the AI search engine era

Welcome to a new chapter in content marketing. Late October marked the debut of OpenAI’s artificial intelligence-driven engine, transforming the way we think about search optimisation.