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The media marketing and advertising landscape has become much more fragmented, unpredictable and vast with the rise of digital channels. The amount of consumer choices, heightened expectations for personalization, and the need to optimize based on real-time data insights make managing campaigns and achieving desired outcomes challenging today.<\/p>\n
New research from the Chief Marketing Officer Council, \u201cOptimizing Outcomes in Media Marketing<\/a>,\u201d in collaboration with\u00a0NCSolutions, finds two in three marketing leaders not very confident in their current media marketing and advertising strategy to effectively produce critical outcomes such as winning and retaining customers, increasing brand loyalty and enhancing customer experience (CX), among others.<\/p>\n \u201cToday\u2019s CMO must be incredibly agile in order to successfully navigate a fragmented and unpredictable media landscape,\u201d says Donovan Neale-May, executive director of the CMO Council. \u201cThey have to be able to learn quickly and pivot fast when things aren\u2019t going to plan. They need to make smart decisions based on data, not only gut hunches.\u201d<\/p>\n \u201cIn our survey of marketing leaders, we learned they resoundingly do not feel confident in their ability to drive direct outcomes through their marketing and advertising efforts,\u201d says Deirdre McFarland, SVP of marketing at NCSolutions. \u201cA vibrant partner ecosystem already offers help for many of these obstacles. Brands can seek partners to run more efficient campaigns with targeting and optimization solutions.\u201d<\/p>\n The report notes a growing interest among marketers for a data clean room, which can provide a host of benefits in media marketing and advertising. Chief among these benefits are in-depth analytics and the ability to have more access to analytics \u2014 which can lead to optimization and better outcomes.<\/p>\n \u201cOptimizing Outcomes in Media Marketing\u201d examines the impact of media marketing and advertising, where marketers can improve their capabilities, what they should be planning over the next 12 months, what challenges need to be overcome, and more. \u00a0<\/span><\/p>\nHow do you measure media marketing\/advertising performance?<\/h3>\n
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\n Tactic<\/th>\n Percent<\/th>\n<\/tr>\n \n Sales lift\u00a0<\/span><\/td>\n 64%<\/td>\n<\/tr>\n \n Return on advertising spend<\/td>\n 59%<\/td>\n<\/tr>\n \n Reach of targeted audience<\/td>\n 47%<\/td>\n<\/tr>\n \n Brand lift<\/td>\n 45%<\/td>\n<\/tr>\n \n Clicks\/online engagement<\/td>\n 41%<\/td>\n<\/tr>\n \n Marketing mix modeling<\/td>\n 30%<\/td>\n<\/tr>\n \n Multi-touch attribution<\/td>\n 28%<\/td>\n<\/tr>\n \n Purchase intent<\/td>\n 26%<\/td>\n<\/tr>\n \n Impressions<\/td>\n 23%<\/td>\n<\/tr>\n \n Last-click attribution<\/td>\n 22%<\/td>\n<\/tr>\n \n Cross-media measurement<\/td>\n 18%<\/td>\n<\/tr>\n \n Other<\/td>\n 3%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Where can media marketing\/advertising make a difference?<\/h3>\n
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\n Tactic<\/th>\n Percent<\/th>\n<\/tr>\n \n Customer acquisition<\/td>\n 66%<\/td>\n<\/tr>\n \n Drive customer growth<\/td>\n 46%<\/td>\n<\/tr>\n \n Increase brand loyalty<\/td>\n 43%<\/td>\n<\/tr>\n \n Connecting with the customer<\/td>\n 30%<\/td>\n<\/tr>\n \n Enhance customer experience<\/td>\n 25%<\/td>\n<\/tr>\n \n Customer retention<\/td>\n 24%<\/td>\n<\/tr>\n \n Direct-to-customer marketing<\/td>\n 18%<\/td>\n<\/tr>\n \n Conquest for new customers<\/td>\n 17%<\/td>\n<\/tr>\n \n Expand partnerships<\/td>\n 14%<\/td>\n<\/tr>\n \n Win back campaigns<\/td>\n 7%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n How important is optimizing media and audience for an in-flight campaign?<\/h3>\n