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Today’s marketers expect more from their media agencies and care less about buying clout, according to a new report by global digital agency Kepler, produced in partnership with research company Vanson Bourne.
The Media Investment Evolved report includes data sourced from 150 senior marketers at companies with at least $5 billion in annual revenue across the U.S., U.K. and Asia-Pacific region.
Tech matters more than buying clout
Compared to five years ago, today’s marketers are more concerned with managing and optimizing tech platform relationships with strategic investment planning.
Media buying and trading has also become less of a concern for marketers over time, with 42% indicating they struggled with this five years ago versus only 14% today.