The marketing and media ecosystem is at an inflection point. It is evolving into something significantly different from the traditional marketer/client – agency – media company structure. As the media environment becomes increasingly complex and rooted in the digital space, the existing marketing agenda and capabilities need to be re-tooled, and marketing organizations, agencies, and media companies have to change at an unprecedented pace. “Marketing Media Ecosystem 2010 (MME 2010),” a cross-industry study, details how marketers and their agencies must change as the convergence of media and technology, combined with the fragmentation and personalization of media, changes the connection between marketers and end users.
MME 2010 identifies the priorities, capabilities, and partnerships required across the marketer – agency – media value chain to optimize now and prepare for the future. The first cross-industry partnership of its kind, MME 2010 is a joint study between the Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB), American Association of Advertising Agencies (AAAA), and Booz & Company.
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In this presentation, Booz & Company Partner Chris Vollmer summarizes the results of the 18 month, three-phase MME study. More than 450 marketers, media companies, and agency executives were surveyed. Together, they identified the ways in which the complex media environment is reshaping the ecosystem. (Presented Oct. 18, 2008, ANA Masters of Marketing Conference, Orlando, FL) | |
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This report presents the results of the marketer-focused first phase of the MME study, highlighting the priorities, capabilities, and partnerships that will be increasingly required for marketers to be successful in the new marketer–agency–media value chain. |
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