CMO priorities shift as media ecosystem hits ‘peak complexity’

A rapidly evolving media ecosystem has now reached “peak complexity” and CMOs’ priorities have shifted accordingly, with control over customer strategy and data, organisational integration, and brand safety the focus for 2020, according to a new report.

Media2020: Refresh, an update on a 2015 report from media advisory firm MediaSense and UK advertiser trade body ISBA, used a blend of qualitative and quantitative, with more than 250 senior marketers across a range of industry sectors taking part in interviews and an online survey to understand how marketers’ attitudes are changing and to identify emerging trends.

The latest report revealed that every organisation has been re-organising into a more data-driven and customer-centric business with all interviewees acknowledging that organising resources around customers also means owning customer strategy and customer data.

Over three quarters of respondents (78%) rated data analytics and data insights as a critical media capability (vs. 67%…

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