Trends Report

Brief: Scope Trumps Size In Media Agency Partnerships

Cross-Platform Expertise And Ability To Activate Context-Rich Data Overtake Buying Power As Key Agency Differentiators For Advertisers

July 3rd, 2014
Sarah Sikowitz
With contributors:
Luca Paderni , Elizabeth Perez


The media landscape is rapidly evolving as advances in digital technology drive increased media fragmentation and new media consumption behaviors. These forces are changing for good the way media is planned, bought, and viewed. At this inflection point, marketers are unclear about who is best equipped to buy ad inventory across ad exchanges, online video, and social platforms. At the same time, they need to better integrate planning and measurement processes while overcoming siloed media strategies and potential agency overlap. In this fast-evolving context, smart advertisers are realizing that media agencies' buying power and scale are no longer key differentiators. Instead, advertisers are demanding cross-platform planning, sophisticated measurement, and the ability to support audience-focused storytelling from their 21st century media agency. This report helps CMOs decide which capabilities and services to ask their media agency partner to focus on to be an effective partner today and in the future.

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