The CMO Club, in partnership with Simulmedia, conducted CMO-Centered Research with CMOs from La Quinta Hotels, Papa John’s, PopChips, Sylvan Learning, Viking River Cruises.
This solution guide is for marketing leaders who are struggling to close the growing gap between consumer media consumption patterns and CMO know-how. Download the report for the insights shared by leading CMOs who are “solutioning” this pressing challenge with effective results.
Key findings from the report include:
- In the past three years, digital spend has gone from 10 percent of advertising budgets to 24 percent and is forecasted to rise to 36% in the next three years.
- 54 percent of CMOs use digital video to supplement TV as a holistic strategy, yet 69 percent of CMOs keep separate budgets for TV and digital advertising spend.
- Three quarters of the respondents said that they measure reach the same way for both TV and digital video and only one-third of the marketers surveyed see Nielsen as the ongoing foundation of their reach metrics.
Read more — including specific CMO approaches to TV and digital video — in the attached CMO Solution Guide.