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BizReport : Advertising archives : August 05, 2016

Creatives not being given data needed to inform personalized, relevant ad campaigns

New research from digital agency Turn reveals the frustrating gap in the flow of data between brands and their creative and media teams.

by Helen Leggatt

Data gleaned from programmatic is central to understanding what brand audiences are looking for, and where they are looking, something that 88% of respondents to Turn's survey agreed on.

Yet, according to the agency's survey of 206 creative decision makers from agencies across the UK, this data which informs campaigns and enables the creation of personalized and relevant advertising is not being made available to those who most need it.

Among creatives, Turn found that a third (35%) found getting brands to share their data insights was their biggest challenge and 29% said the same of media agencies. Yet, 70% of senior creatives said more than half of their work uses data to inform messaging.

According to Turn, brands must recognize just how valuable their first-party audience data is to informing, not only their creative team, but the entire marketing process.

"This doesn't mean "turning over" data to agencies or vendors, it means, for example, working with a data management platform (DMP) to use the data to take an audience-first strategy for marketing," said Turn in a recent blog post.

The research also revealed that, among smaller agencies in particular, creatives aren't entirely au fait with what programmatic is, neither does such terminology appear often in creative briefs.


Whereas 59% of respondents from large agencies know what programmatic is and have actively worked on programmatic projects, in small agencies just 11% share that same level of confidence, found Turn.

Tags: advertising, agency, creative, data, programmatic

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