Marketers criticize loss of quality in advertising media due to digital growth
A survey of more than 500 brand marketers in Europe and the USA concluded that over two thirds (67 percent) believe that digital growth in advertising has come at the expense of the quality of advertising media.
Research from Sizmek has revealed the challenges marketers face when trying to combine technological innovation and creativity. The survey, which polled more than 500 brand marketers in Europe and the US, concluded that over two thirds (67%) believe that digital growth in advertising has come at the expense of the quality of advertising media.
The study found that 91 percent of marketers prioritize the need to make digital ads more engaging over the next year in order to achieve their brand goals. Regarding the potential of artificial intelligence (AI), 84 percent said that the technology is useless without the right, high-quality ad creative. They believe that data alone is not enough to support marketers. 91 percent stated that they consider the quality of a digital advertising medium and the use of data in digital campaigns to be equally important for the success of the corresponding measure.
The clear majority of respondents described the GDPR as a necessary measure to bring the quality of advertising media back into focus. Almost eight out of ten marketers (79%) stated that the quality of ads will become even more important as a result of the new regulation, despite the intense industry focus on data and data protection issues.
"The explosion of digital marketing has created a huge opportunity to create more targeted and personalized experiences that help brands engage with their customers. They should also seize the opportunity to become even more creative and tailor their advertising materials perfectly to their target group," says Oren Regev, VP Product Management. "Today, we have a wealth of opportunities to help brands achieve their goals that can be unlocked through technology. By bringing together data, creative and media and the support of AI, marketers are empowered to create campaigns that fully meet their expectations."
About the study
Sizmek surveyed 522 brand marketers about their current marketing activities, priorities, challenges and views across the spectrum of digital display marketing. Participants were decision-makers or influencers for their organizations' advertising and marketing budgets in 2018. Sizmek partnered with third-party market research firm Qualtrics to provide anonymous and unbiased results. Sizmek is the world's largest independent advertising platform that strengthens the bond between a brand and a consumer through data-driven creative marketing. The study can here can be downloaded by providing personal data.
