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Nearly three-quarters of media executives (71%) are concerned about how to most effectively deliver audience through digital, mobile, and social channels, according to a recent report from Active International.

The report was based on data from a survey of 100 interviews with senior management executives at media companies in finance, marketing, and other C-level roles.

Respondents' top priorities for media in 2015 are to reinforce advertising value by emphasizing content (58%) and to develop better digital inventory models (42%).

More than half (52%) of media executives say their company will measurably increase investments in the second half of 2015 to expand their programmatic capabilities.

A significant number of respondents also say their company intends to use technology to expand their mobile advertising (41%) and social media (24%) revenue models.

Below, additional key findings from the report.

M&A Activity

  • 79% of executives predict that mergers and acquisitions activity will increase in the second half of 2015, with media companies targeting digital companies for acquisition.

Profit Margins

  • 66% of respondents say their company has seen pressure on profit margins increase during the past 12 months. 
  • 71% predict pressure on profits will increase in the next 12 months.

Upfronts/Newfronts

  • 63% of respondents say they anticipate the current Upfronts/Newfronts sales model will change within three years.

About the research: The report was based on data from a survey of 100 interviews with senior management executives at media companies in finance, marketing, and other C-level/s roles.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji