In response to the explosion of video and the need for greater value from broadcast media investments, The CMO Club ( www.thecmoclub.com ) surveyed 170 Chief Marketing Officers on their digital video plans and the impact on 2013 TV Upfronts and broadcast media investments
CMOs that responded to the Survey
1) 56% of CMOs responding were from $ billion brands
2) 45% from B2C business models, 43% from B2B models, and 12% from both B2C and B2B.
The pressure on CMOs and agencies has never been greater
Almost 89% of CMOs surveyed are under significant pressure to evaluate their broadcast media investment and look for new channels and greater return on investment (ROI). For most companies this is the largest budget item and directly in the cross hairs of CEOs. The risk? If new channels or new vehicles are not part of an investment shift, CMOs note their concerns about CEOs reducing traditional TV budgets. See the Results.
The Report: CMO CLUB Digital Video Research Report, Fall 2012