The study, “What CMOs Think About Custom Content,” was based on a phone survey of 100 CMOs conducted in January and February by Roper ASW. The results were presented at the CCC's Custom Content Conference here.
The research showed that since 2006, when a similar survey was conducted, CMOs' receptivity to custom content and their perception of its value had gone up significantly.
“What we found is that all the good things we were looking for increased,” said Michael Winkleman, president-chief creative officer of Leverage Media, who presented the findings. “Their spending has changed. The marketing share within the budget has increased.”
The survey found lower percentages from five years ago when it came to areas of concern, such as whether CMOs perceive custom content to be too expensive or difficult to measure in terms of ROI.
Co-presenter Andrew Seibert, president of Dow Jones Custom Solutions, concluded the session by saying the latest results showed “We don't have to convince CMOs of the value of custom content.”