Program Overview

Optimizing Outcomes in Media Marketing

Are you interested in becoming a media marketing master?

The CMO Council, in partnership with NCSolutions, is undertaking research into key criteria for achieving media marketing mastery. The report will audit and assess how marketing leaders view media marketing and advertising against a backdrop of today’s macroeconomic and geopolitical trends. 


Specifically, the CMO Council will look at the developmental aspects of retail media networks, data clean rooms, audience targeting data, campaign measurement, etc. Research will also cover challenges on the road to media marketing mastery, such as budget constraints, lack of talent, data demands, privacy concerns, difficulty of in-flight adjustments, etc.


Media marketing mastery is an urgent area of focus and competitive advantage for marketers actively engaging customers in the right channels and at the right time in the customer journey. The goal is to learn how to optimize performance and business outcomes, including sales lift.


Topics to be explored:


  • Measuring/optimizing ad campaign outcomes
  • Crafting a customer data platform/clean room strategy
  • Converting data and advertising into a meaningful sales lift
  • Leveraging data types for better audience targeting 
  • Optimizing media and audiences in-flight
  • And much more!




Curated Facts & Stats

The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.

Source: WSI World

In 2024, the continual rise of smart speakers and voice assistants will reshape how businesses prioritize voice search optimization. A game changer on the horizon is the concept of Search Generative Experience (SGE). This shift will enable a seamless exchange of information, allowing users to engage in natural conversations with search engines as if they were interacting with a knowledgeable assistant.

Source: WSI World

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.

Source: Marketing Week

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.

Source: Forrester

The rise of AVOD (advertising-based video on-demand) will be a key trend for advertisers. We can expect to see more experimentation as brands lean into the AVOD revolution, with product placement within popular shows, interactive ads that allow for viewer participation, and shoppable ads that blur the line between content and commerce.

Source: Kantar

In 2024, marketers will need to figure out how to apply AI to their marketing efforts without losing the human factor.

Source: Brandwatch

Set realistic social media goals by tackling smaller objectives that allow you to scale your social efforts in a way that’s both reasonable and affordable.

Source: Sprout Social

Expect heightened competition among tech platforms, focusing on advertising and data protection. Brands must prioritize sustainable contributions to society, from safe online spaces to carbon efficiencies.

Source: Dentsu


Curated Reading