Nepa Sessions | The challenges of media investment panel discussion

We recently held our very first Nepa Sessions at the stunning Röda Huset in Stockholm, designed to bring together marketing and insights professionals to discuss current trends and challenges. Alongside an excellent discussion on the recent US elections by Per Schlingman and a stunning performance from Så mycket bättre’s Kerstin Ljungström, we also brought together leading industry voices for a panel discussion on the challenges of media investment.

Marketing leaders from brands Tre and SBAB were joined by industry experts from Stockholm University, Mindshare, and Nepa to share their perspectives on how companies can adapt to the rapidly evolving marketing landscape.

There were several areas the panel agreed were necessary for a successful 2025:

1. Balancing short and long-term strategies

This was a recurring theme throughout the panel discussion. Marketers have been discussing the 60/40 split between short-term sales activations and long-term brand building since the early 2000s, and in times of budget squeezes, it’s easy to focus solely on the quick wins. However, SBAB’s Ludvig Carlsson shared concrete examples of how long-term investments have strengthened their tactical results, specifically noting how short-term effects diminished when brand-building was neglected.

2. Understanding the dark funnel

Another key topic of discussion was the concept of the “dark funnel”—a term often used by performance marketers to describe the activities and touchpoints that influence purchasing decisions but are traditionally difficult to measure. When speaking on this topic, Stockholm University’s Niklas Bondesson emphasised the critical role broad brand awareness plays in influencing these unseen moments. He explained that much of the decision-making process happens outside trackable data and is driven by factors such as reputation, recommendations, and social capital. Marketers must embrace the challenge of investing in these indirect but highly impactful areas to ensure sustained growth.

3. Creative risk-taking

Whilst Tre‘s Johanna Andrén advocated for more experimentation and embracing failure as a learning opportunity, Niklas Bondesson emphasised the importance of a clear brand strategy as the foundation for such experimentation.

4. Flexibility in media budgets

A rigid annual plan is no longer efficient in today’s dynamic environment. While strategies are important, Johanna Andrén from Tre suggested that 5-10% of a CMO’s budget should be reserved for “wild cards”—new formats and channels that can be tested and explored throughout the year.

5. Translating marketing activities into business results

The panel highlighted the need for CMOs to align their language with CFOs by translating marketing activities into measurable business outcomes. Rather than terms like “long-term brand building,” which may feel abstract or distant, they should focus on communicating tangible business benefits like increased sales and customer loyalty. Securing an increased budget is easier when a CMO can present a clear business case and use continuous insights to prove the value of their marketing efforts.

6. Holistic insights are important for optimising ROIs

The importance of using tools like continuous MMM was emphasised to successfully combine strategic and tactical insights. Nepa’s Carolina Stubb highlighted how “always-on” analysis enables brands to optimise their campaigns in real-time by offering a comprehensive view of performance.

Preparing for 2025

The panel agreed that success in 2025 requires marketers to address the complexities of the media landscape while also embracing the challenge of measuring and influencing the upper funnel, or “dark funnel.” This involves prioritising activities that may not have immediate, measurable results but play a crucial role in shaping consumer behaviour and long-term brand loyalty.

Tools like Nepa’s Continuous Marketing Mix Modelling (cMMM) are critical in managing this balance. With cMMM, companies gain real-time insights that allow them to quickly reallocate budgets to the most effective channels. The solution also helps marketers demonstrate the financial impact of their campaigns, bridging the gap between marketing and business goals—a crucial step in gaining organisational buy-in. By addressing both short-term ROI and the broader, less visible factors of the customer journey, Nepa’s solutions empower businesses to drive sustainable growth and stay competitive in a rapidly changing world.

If you’d like to be invited to our next Nepa Sessions, please email karen.chandler@nepa.com.

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