Kantar shares results of its survey of 500 senior marketing leaders from media and creative agencies, advertisers, and media companies to examine the opportunities, challenges, and trends facing the industry and provide practical implications for getting media right.
Key insights agencies can use to better support their clients include:
- Advertisers haven’t integrated their strategies across channels and platforms
- Advertisers struggle to create insights from data
- Advertisers are concerned about how a cookieless world will affect the industry
- Advertisers and media aren’t sure they have the right media mix.