Insiders say the findings illustrate how marketers’ frustrations with digital media have continued
to mount even as budgets
put toward the channel,
and especially formats like
digital video, continue to
Erica Sweeney, a re-
porter with Marketingdive.
com, says this stark con-
trast points to the uneasy
push-pull marketers are feeling, where
consumer demands for certain types of
media can outpace the ability to gauge
that media’s success.
“This trend is compounded by the
failure of some major digital advertising
platforms like Facebook to transpar-
ently and accurately account for digital
metrics and ad measurement,” Sweeney
She adds that these frustrations
emerge as the role of the CMO, which
historically has been focused on areas
like creative strategy and branding,
continues to shift to require more agility
with technology and data and also the
ability to better prove ROI.
The CMO Council says the need for
greater transparency and reliability is
crucial in this regard, as marketers that
don’t live up to these expectations could
see their accounts go up for review.
The group surveyed 233 marketing
leaders and conducted interviews with
brand leaders at Keurig, PepsiCo, Nestle
Waters, and Cox Communications,
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future where, say, more than half of all
cord cutters are lost entirely to the ecosystem,” Moffett says.
MoffettNathanson also found that
new U.S. household formations in the
first quarter declined by more than
200,000. “The stronger the growth in
new households, the higher the expected number of pay-TV subscriptions,”
Estimates are vMVPD subscriptions
grew by 562,000 in the first quarter —
now totaling 5. 15 million. This follows
a 772,000-sub rise in fourth-quarter
2017 and a 956,000 gain in 3Q 2017.
Total traditional pay-TV subscribers
now total 92.17 million. When including vMVPD subs, the total rises to
Moffett says TV networks may be
gaining due to new digital network
“Given that vMVPDs generally
pay higher prices (per subscriber) than
their larger linear peers, cord-cutting
may actually be even better than relatively painless. At least for the most
widely-carried network groups, it may
actually be a net plus,” he says.