Digital advertising growth harming creative quality

By AdNews | 15 November 2018

More than two-thirds of marketers claim that digital advertising growth is harming creative quality.

A study, conducted by Sizmek, revealed 67% marketers believe that digital growth in advertising has come at the expense of the quality of creative with 84% agreeing that artificial intelligence means nothing without creative.

A further 91% of marketers say the need to make digital ads more engaging to meet brand goals is a priority over the next 12 months.

From surveying, more than 500 business decision making brand-marketers across Europe and the US, the study revealed the tensions marketers face as they try to balance technology innovation with creativity.

Exploring the potential impact of technology, the study found 91% of marketers 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," Oren Regev, VP product management said.

“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.”

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.

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