Dentsu has introduced the launch of its 2024 CMO Navigator, Media Version, a examine of greater than 1900 CMOs in 13 international locations, and the newest in its Navigator sequence, following the publication of latest Inventive and CX editions. The examine reveals how CMOs view media’s evolution from pure efficiency energy to a strategic driver of enterprise progress requiring a extremely nuanced strategy match for the totally addressable, shoppable, and accountable algorithmic period.
Performed throughout August 2024, the examine exhibits that media is undeniably seen as a strategic lever to drive enterprise progress by a majority of CMOs with 88% seeing it as essential or crucial. They’re readying their organisations to grab new alternatives in a world the place algorithms more and more join tradition to commerce, evidenced by precedence funding areas aimed toward standing out in shoppers’ busy feeds. These embrace elevated investments in short-form content material (45% agree), social commerce (43% agree) manufacturing/ sponsorship of authentic content material (43% agree), influencer advertising (42% agree), and retail media networks (41% agree).
With AI changing into more and more influential throughout the advertising panorama, 34% of CMOs see it’ll have broad applicability relating to media, from technique to planning to prospects of recent partnerships subsequent 12 months. Nonetheless, 39% agree that their greatest precedence can be really understanding the use instances, alternatives, and dangers of AI in 2025.
Whereas there’s an optimistic outlook for elevated funding throughout the board in 2025 a lot of key challenges had been outlined by CMOs, with 29% agreeing their greatest concern was the tightening of knowledge privateness laws, 29% had been anxious about planning media for each enterprise efficiency and sustainability targets, 28% see {that a} lack of transparency or visibility from closed tech platforms equivalent to Amazon, X, or WeChat could trigger points, and an additional 28% fear about integrating rising tech options.
“This view of CMO priorities going into 2025 exhibits a transparent dedication to dig deep into the craft of media at a time when the trade is hurtling into a brand new period –
one by which algorithms and AI will extra carefully govern the brand-to-consumer expertise and by which the brute power of spend and scale shouldn’t be sufficient,” commented Will Swayne, World Observe President – Media, dentsu. “The alternatives of the trendy nuanced media combine have to be tempered by the varied challenges that new expertise brings, however by balancing model and efficiency, progressive CMOs will wield a brand new degree of affect in figuring out the success of organisational transformation.”
Anita Kotwani, CEO – Media, South Asia, dentsu added, “Media has cemented its place as a crucial driver of strategic progress, significantly as we navigate the complexities of the algorithmic period. As CMOs recalibrate their methods to align with evolving client behaviors, regulatory landscapes, and the fast infusion of AI, the main target should stay on crafting media options which can be each modern and sustainable. At dentsu, our dedication lies in empowering manufacturers with nuanced methods that harmonize efficiency with function, guaranteeing they lead with confidence on this transformative period.”
Written with the View : afaqs