The Myers Report 2023 highlights critical challenges and trends that are shaping the future of media sales organizations. The advertising supported media industry is at a crossroads, needing to balance the efficiency of data-driven, programmatic approaches with the depth and creativity of traditional relationship and knowledge-based strategies. Media buying agencies have successfully made the transformation to the new tools, resources, investments and staffing that are required to compete. Many media sales organizations remain embedded in outdated organizational and business models, with the need to focus on technological proficiency while nurturing meaningful relationships with new agency and brand stakeholders. On-demand online learning resources are replacing legacy trade communications and event marketing; sales teams need to be agile and attuned to evolving market needs. As the media business has shifted from demand for advertising inventory exceeding supply to a supply exceeding demand economy, the power has shifted from seller to buyer. The need for The Myers Report competitive intelligence is an imperative to compete effectively in a commoditized marketplace.
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