The dominance of content marketing, a clear winner across all audiences last year, is being challenged in 2017 by increased focus on accountability, measurement and targeted advertising.

The clear divide between different audiences’ priorities points to the fact that while engaging advertising is a must, results are just as important.

These findings come from the Newbase Marketing Priorities 2017 whitepaper, based on an annual global survey, which evaluates advertising budget shifts, and the tech and marketing priorities that are shaping the industry.

The demand for ROI and accountability has never been this important, according to 93 per cent of global marketers, surveyed in the research.

There is a growing urgency for transparency in the industry, with 96 per cent of global marketers agreeing that: ‘Greater collaboration and transparency is needed between agencies, brands, publishers and ad tech’.

PRIORITIES FOR BRANDS
As brands are becoming more involved and skilled in the digital marketing ecosystem, they are turning into the driving force for innovation and change across the industry in 2017.

They are demanding greater accountability and clarity on their media spend. ‘Trust’ is the word of the day in this context – whether it comes to tech suppliers, advertising environments or data. This is reflected in brand marketers’ number one priority: ROI and accountability, says the research.

While brands and agencies are focusing on results-driven strategies, publishers are developing their content marketing approach, with 61 per cent listing it as a priority (growing from 45 per cent last year).

This aligns with a wave of increased investment in content-led services within many publishing houses, and could explain why nine in ten publishers agree that ‘Content marketing is forcing structural change within the media and marketing sector’.

However, publishers are keen to follow the ad dollar, and as brands move, so do publishers – there is an indication that this year’s priorities for brands could be next year’s considerations for publishers.