From Share of Voice To Share of Culture | CMO REPORT- 大数跨境

From Share of Voice To Share of Culture | CMO REPORT

电通创意

2024-09-04

导读：In a world where attention has shifted, brands will scale in new ways; through culture, content and

Marketers are more committed than ever to building brands through culture. Brands are still built through the tried and tested principles of mental and physical availability, but today mental availability is built through culture and community. Physical availability will be built online as much as offline, through social commerce, D2C platforms and retail media.

As an industry, we are living through a global redistribution of attention. As Dr Grace Kite, Economist and Founder, Magic Numbers, puts it: “There’s increasingly little supply of the thing that we advertisers most want to buy – 30 fame driving seconds of a punter watching audio-visual ads on their living room TV screen”.

In a world where broadcast media is reaching a long-anticipated tipping point, we need new ways to scale, new ways to tell our brand stories, new ways to build an outsized cultural footprint.

88% of CMOs agree it is more important than ever for brands to be a part of culture, while 78% agree creating Entertainment properties is important to their marketing strategy. As a result, brands are investing in new forms of entertainment and cultural impact.

31% have invested in Entertainment platforms and IP, 29% in TV programming, and 18% in music production. Marketers in the US are particularly invested in content and entertainment; over indexing on music and character IP, while Brazil and Italy lead the way on user generated content and the UK favors publishing and podcasting.

Yet 74% say it is challenging to know how to connect their brand to culture. 73% find it a challenge to tell their brand stories in new ways such as entertainment, experience or action, while 77% agree that building brand in a world where broadcast media is less relevant will be a challenge.

Helping brands build reach and impact in a new world demands new tools and insights; not all reach is created equal. Dentsu’s pioneering research into The Attention Economy provides unique insight into Attentive Reach; channels and touchpoints that deliver active attention.

Married with cultural insight, and the ability to create culture, not simply campaigns these techniques are vital in helping brands win the outsized share of culture they need to thrive.

Influencer partnerships and user generated content are already widely adopted when it comes to creating cultural impact. But TV programming and entertainment platforms are also emerging as areas of interest and investment, perhaps prompted by the open-ness of streaming platforms to brand partnerships and monetizing their IP in new ways.

Likewise, podcasting has become a popular way of building brand engagement, trust and authenticity. Data from Spotify shows that 54% of podcast listeners believe podcast ads are more effective than ads they see elsewhere, and 52% trust what is being promoted.

The content of this article is sourced from the DENTSU CREATIVE 2024 CMO REPORT. Now in its fifth year, the annual study is conducted to provide insight into the hearts and minds of CMOs globally, to help benchmark their direction against peers, and support them developing their creative, experience and innovation roadmaps. To form the CMO Report, the responses to 45 questions posed to 950 CMOs in Australia, Brazil, China, Canada, Germany, Italy, India, Japan, Mexico, Saudi Arabia, Spain, the UAE, US and UK.

Eight key themes have been identified to offer an indispensable industry toolkit and roadmap, this year calling for agencies to not only respond to briefs but also to challenge them and drive transformative change.

TO READ THE 2024 CMO REPORT IN FULL, PLEASE DOWNLOAD FROM THE DENTSU CREATIVE GLOBAL WEBSITE.

www.dentsucreative.com/news/dentsu-creative-cmo-survey-2024