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


Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.