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Future of Media: Evolution of the 'Chumbox', fixing media diversity, buyer opinions shift

By John McCarthy-11 February 2021 16:41pm
The Drum s senior reporter and media correspondent John McCarthy rounds up the latest media trends and developments. Also available in your inbox every Thursday as The Drum s Future of Media email briefing. Sign up here.
This is an extract from The Drum’s Future of Media briefing. You can subscribe to it here if you’d like it your inbox once a week.
Afternoon. John McCarthy (Twitter, Linkedin, email) here. We re through the Super Bowl now and the inevitable conversation around the ads value (more to come) has once again reared its head. With an Olympics and a Euros ahead of us (hopefully), there s year s worth of big media moments to buy. ....

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Client-side media experts still wary of quality over commodity media buys

Details
10 February 2021
More industry professionals agree that advertisers who treat media as a quality buy rather than a commodity buy are at an advantage. According to the ID Comms Global Trading Survey for 2021, the number who strongly agree has risen to 70% of respondents, up 20 points on the 2018 results. Overall, 92% of respondents agree with this statement. This trend runs across all those engaged with media trading, notably procurement respondents where the number of procurement stakeholders who now strongly agree has increased more than 50% to 72% since 2018.
While 82% of marketing respondents also strongly agree with this shift in favour of quality buys over commodity buys, the survey found that client-side media experts are more wary, with only 64% strongly agreeing. There was also stronger support for the role of auditing as an integral part of good media governance. ....

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