‘Media Agencies Must Provide Value Beyond Buying’ – Forrester Blogs
Sarah Silkowitz says, “Changes in consumer behavior and technology are driving seismic shifts in media buying. Marketers are feeling this acutely as they reach out to media agency partners for strategic support and solutions. At the same time, media agencies are struggling to carve out ways to differentiate — broadening capabilities and moving into new marketing realms.
The result: a crowded market where it’s difficult to identify which agency partners can strategically engage customers through paid media.
In our Vendor Landscape: Media Buying Agencies (subscription required), we surveyed marketers and over 40 agencies and found an environment where efficient buying is table stakes.
Marketers want media agencies to provide value beyond planning and buying with:
- Data-driven strategies
- Cross-channel measurement
- Creative ideas
- Unprecedented, but necessary, transparency”.
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