Digital Advertisers Hope to Better Dynamically Segment Audiences

September 20, 2018

The vast majority (91%) of advertisers agree to some extent that they put the customer first in all their marketing efforts, according to a survey [download page] conducted by Econsultancy for MediaMath. With that in mind, it’s interesting to look at what advertisers feel will most improve the customer experience in advertising in the coming years. (Previous research has also identified the consumer experience as the biggest challenge facing video advertising today.)

Asked to rank 6 factors that could help improve the the customer experience in advertising, respondents pointed most commonly to the following:

  • The ability to dynamically segment audiences (67% placing within top 3);
  • Omnichannel media execution to deliver cohesive messages (59%); and
  • AI technology that dynamically powers creative (49%).

These factors depend in large part on technology integration: 37% of advertisers view their current marketing and advertising technologies as being highly integrated, and another 48% as somewhat integrated. Most importantly for respondents, the use of integrated technology can benefit advertisers by helping offer a single view of the customer – something that remains elusive for most companies.

Meanwhile, as for artificial intelligence (AI), current usage revolves mostly around audience targeting (47%) and audience segmentation (45%), such that evolution in its use could also fuel that ability to dynamically segment audiences. Consumers themselves should welcome that, as they prefer to be treated as individuals than part of a demographically-based marketing segment.

Other Report Highlights

  • Advertisers’ main priority for digital advertising in the year ahead is to improve efficiency.
  • Fully 93% of advertises believe that omnichannel advertising produces better results than advertising on single channels, yet fewer (78%) currently take an omnichannel approach to all their advertising.
  • The GDPR has had either a strong impact (39%) or some impact (43%) on more than 8 in 10 advertisers.
  • Two-thirds of advertisers expect their spending on digital advertising technology to increase this year.
  • More than one-third (36%) are very satisfied with their current marketing and advertising technologies, and another 43% are somewhat satisfied.

About the Data: The results are based on a survey of 446 digital advertisers (72% share), agencies (17%), and technology vendors or consultants (11%), more than three-quarters of whom are based in the UK or US. Seven in 10 have annual company revenues of at least $70 million.

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