The report found that more than three quarters of respondents ( 78%) rate data analytics and data insights as a critical media capability (vs. 67% in 2015 ) and more than half ( 54%) see data management as an in-house capability (vs. 42% in 2015 ). 

And while developing in-house dynamic content is almost universally recognised as being needed, the vast majority of marketers ( 80%) thought a significant organisational change would be required to deliver it. 

As more data-driven marketing is necessary, the respondents said a more ‘agile’ internal and external operating model was required. This would impact on suppliers: 62% of marketers (up from 58% in 2015 ) expect to use fewer agencies by 2020, with 67% stating they will be actively looking to re-organise their agency operating model. 

Graham Brown, co-founder of global media advisory firm MediaSense, said: "Agility of development and deployment will be key attributes for 2020 operating models: since the media ecosystem has now reached peak complexity, we will start to see greater consolidation, integration and simplification. 

"The rate of progress and change however, we believe, will be frustrated by legacy attitudes, systems and processes as well as unfortunately, vested interests."

Phil Smith, ISBA Director General, adds:  "This research is packed with insights to help advertisers navigate the rapidly changing media landscape. It makes evident our members’ need for greater transparency, safeguards around brand safety and more effective and consistent digital media measurements. 

"What is clear is the need for re-calibration of the relationships brands have with their agencies, with media owners and in particular the big digital/tech platforms."

The report, Media2020: Refresh, is an update of the original report published in 2015 and is based on a comprehensive survey of senior marketing and media decision-makers.