A report by consultancy R3 suggests there are more people involved in media investment decisions than ever before.

Media buyers hold most sway, creative agencies the least (bar consultants and academics). "Creative agencies have been losing influence to anyone with better data capabilities," states R3. Conversely, research and insights partners are becoming more influential due to the growing importance of data within the decision-making process.

The report, based on interviews with major advertisers, found dissatisfaction with the types of media opportunities being presented by media owners, said R3 co-founder and principal, Greg Paull. Brands want better solutions - not an ever growing list of choices. Product consolidation may be required, the report suggests, along with better understanding of verticals.

"Media owners are still too focused on pushing their platforms and users and not giving advertisers the level of insights they need to optimise their spend," the report states.

R3 also highlights the crowded client-side landscape. CMOs may be in charge of marketing, but channel investment decisions involve many other parties, often leaving the CMO with a bit part role. Media owners with a clear understanding of responsible parties are therefore less likely to mis-target efforts.

The report also breaks down influences upon marketers' investment decisions on choosing one channel over another. It suggests proven RoI measurement is the most important factor while TV upfronts are the least important factor.

See the report here.