Creative Challenge: More than Two-Thirds of Marketers Claim Creative Quality is Being Harmed by Digital Advertising Growth

LONDON, Nov. 14, 2018 /PRNewswire/ -- Sizmek, the world's largest independent buy-side advertising platform delivering impressions that inspire, today announced research that reveals challenges marketers face as they try to balance technology innovation with creativity. The study, which surveyed more than 500 business decision making brand-marketers across Europe and the US, found that over two thirds (67%) believe digital growth in advertising has come at the expense of the quality of creative.

Exploring the potential impact of technology, the study found 91% of marketers are prioritising the need to make digital ads more engaging over the next year to meet their brand goals. When considering the impact of Artificial Intelligence (AI), 84% said the technology is useless without the right creative input; believing data alone isn't enough to support marketers. 91% also believe that the creative input is as important as the use of data in digital campaigns.

Further emphasising the importance of data, the clear majority see the GDPR as a necessary introduction in relation to quality of creative. Almost eight-in-10 (79%) said the quality of creative will become even more important due to the regulation, despite the intense industry focus on data and privacy concerns.

"The explosive rise in digital marketing has generated a huge opportunity to create more targeted and personalised experiences for brands to deliver to their customers. It should also offer the chance for brands to be more creative and enable them to fine-tune their creativity to the perfect audience" said Oren Regev, VP Product Management. "There is a wealth of capabilities available to help brands achieve their goals that can be unlocked through technology. By combining data, creative and media together and building a foundation that is driven by AI, brands will become more empowered to build campaigns that meet their aspirations."

To obtain your copy of Sizmek's new report on the deteriorating effect of digital advertising on creative please click here.

METHODOLOGY:

Sizmek surveyed 522 brand marketers about their current marketing activities, priorities, challenges, and views across the spectrum of digital display marketing. The professionals surveyed ranged from vice president to managerial level across the United States and Europe. The group has a combined annual digital advertising spend of more than $500 million. Sizmek partnered with third-party market research organisation Qualtrics to achieve anonymous and impartial results.

About Sizmek

Sizmek is the world's largest independent buy-side advertising platform that creates impressions that inspire. In the digital world, creating impressions that inspire is vital to fostering relationships of trust with agencies and brand as well as building meaningful, long-lasting relationships with customers. Sizmek provides powerful, integrated solutions that enable data, creative, and media to work together for optimal campaign performance across the entire customer journey. Our AI-driven decisioning engine can identify robust insights within data across the five key dimensions of predictive marketing—campaigns, consumers, context, creative, and cost. We bring all the elements of our clients' media plans together in one place to gain better understanding for more meaningful relationships, make every moment of interaction matter, and drive more value across the entire plan. Sizmek operates its platform in more than 70 countries, with local offices in many countries providing award-winning service throughout the Americas, EMEA, and APAC, and connecting more than 20,000 advertisers and 3,600 agencies to audiences around the world.

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SOURCE Sizmek Technologies, Inc.

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