Getting brands to share data insights is the biggest challenge to UK creatives, according to new research.
The study, from Turn, indicates that more than one in three creatives (35%) said getting the brand to share data insights is their greatest challenge to producing a successful campaign, and another third (29%) cited the same issues when communicating with media agencies.
Turn’s survey of industry professionals from large and small agencies across the UK showed that despite the challenges of using data, 88% of respondents agreed that it was either something they depended on, or deemed helpful, in creating more personalised ads. Two thirds (65%) admitted that at least half, if not all, of their current work is built on using data to inform creative message development.
Richard Robinson, MD EMEA at Turn said, “The way that data and insights, including those from programmatic advertising, are used or shared are the most important issues affecting the industry. It’s critical that brands ensure that the creative team on one side and the media planning and execution team on the other has access to the same insights.”
Younger doesn’t always mean savvier
Contrary to the assumption that millennials are more comfortable using data, the survey showed that young creatives are less savvy when it comes to using programmatic, with almost a quarter uncertain whether they’ve seen programmatic in a brief, and 77% saying they simply don’t need the insights programmatic offers to make relevant ads.
Large vs. small agencies
The results also highlighted a separation between large and small agencies, with the former stating they’re confident in their understanding of what programmatic advertising is (59%), compared with only 11% of small agency respondents.
Understanding data insights to deliver ad performance
Data is clearly seen as critical for targeting and performance of ads. Irrespective of size, 67% of agencies say relevance, location (60%) and timing (59%) of the ad were top priorities for digital adverts, alongside design and storyline.
Robinson continued, “The entire industry has a role to play in ensuring a more fluid process to data sharing. Brands need to emphasise the importance, to both the media and creative teams, of working and planning together. Creative agencies need to understand how programmatic can enable more personalised storytelling and that this doesn’t detract from the creative process. Finally, for the technology providers, it’s important to speak to the brand, the media agency and the creatives to ensure a fully collaborative and, ultimately more successful outcome.”
The study was conducted in May 2016 among 206 creative decision makers in the UK by Morar Consulting. Respondents involved in the research included junior, manager and director levels. Company sizes comprised small agencies (up to 50 employees), mid-size (up to 250) and large agencies (over 250).
To access a full copy of the report, go to turn.com/r/2016agencyreport.