Dentsu has announced the launch of its 2024 CMO Navigator, Media Edition, a study of more than 1,900 CMOs in 13 countries, and the latest in its Navigator series, following the publication of the latest Creative and CX editions. The study reveals how CMOs view media’s evolution from pure performance force to a strategic driver of business growth that requires a highly nuanced approach suited to the fully addressable, shoppable and accountable algorithmic era.

The study, conducted during August 2024, shows that media is undeniably seen as a strategic lever to drive business growth by a majority of CMOs with 88% seeing it as very important or critical. They are preparing their organizations to seize new opportunities in a world where algorithms increasingly connect culture to commerce, as evidenced by prioritized areas of investment aimed at standing out in the busy flows of consumers. These include increased investment in short-form content (45% agree), social commerce (43% agree) original content production/sponsorship (43% agree), influencer marketing (42% agree) and retail media networks (41% agree) . ).

With AI becoming increasingly influential across the marketing landscape, 34% of CMOs see it as having broad applicability when it comes to media, from strategy to planning to prospecting to new partnerships next year. But 39% agree that their top priority will be to truly understand the use cases, opportunities and risks of AI by 2025.

While there is an optimistic outlook for increased investment across the board in 2025, a number of key challenges were outlined by CMOs, with 29% agreeing that their biggest concern was the tightening of data privacy regulations, 29% worried about planning media for both business results and sustainability goals 28% see that a lack of transparency or visibility from closed technology platforms such as Amazon, X or WeChat could cause problems, and a further 28% worry that integrate new technical solutions.

“This view of CMO priorities for 2025 shows a clear determination to dig deep into the craft of media at a time when the industry is rushing into a new era –
one where algorithms and AI will increasingly drive the brand-to-consumer experience and where the brute force of spend and scale is not enough,” commented Will Swayne, Global Practice President – Media, dentsu. “The opportunities of today’s nuanced media mix must be tempered by the various challenges new technologies bring, but by balancing brand and performance, progressive CMOs will wield a new level of influence in determining the success of organizational transformation.”

Anita Kotwani, CEO – Media, South Asia, dentsu added, “Media has solidified its position as a critical driver of strategic growth, especially as we navigate the complexities of the algorithmic era. As CMOs recalibrate their strategies to align with evolving consumer behaviors, regulatory landscape and the rapid infusion of AI, the focus must remain on creating media solutions that are both innovative and sustainable.At dentsu, our commitment is to empowering brands with nuanced strategies that harmonize performance with purpose, ensuring they lead with confidence in this transformative era.”