2018营销者洞察：创意、个性化与动态创意优化（英文版）.pdf

MARKETERS SURVEY RESULTS 2018An Insider’s Look at Creative Quality, Personalization, and DCOSizmek Research© 2018 Sizmek Inc. All rights reserved.2ContentsExecutive Summary 3Marketers and Creative: What the Survey Reveals 4 }The creative lag in digital 5 }Engaging formats are a practical solution 6 }DCO boosts engagement and ROI 7 }Not all DCO is created equal 8 }Having it all: Personalization with brand flair 9Creative and DCO: United States vs. Europe 10Conclusion 11Appendix: Survey Demographics 12© 2018 Sizmek Inc. All rights reserved.3Executive SummaryHow difficult is it for data-driven digital advertising to deliver great creative? Many marketers find it challenging to merge the two, and according to a Sizmek survey of more than 500 advertising decision makers, global marketers believe that digital growth in advertising has come at the expense of creative quality. As digital has advanced the marketing discipline with respect to targeting, reach, and frequency, those large, long-play creative formats that allow for great storytelling have fallen by the wayside.While digital marketing is very focused on advancements in data, AI, and privacy, marketers still place an extremely high importance on the creative, and they are looking for ways to incorporate more creativity into their campaigns. In fact, 81% of marketers surveyed state that improving digital campaigns to show off their creatives more effectively is a high or critical priority over the coming year.In this research, we look at advertiser views on creative in the digital advertising age. Key findings include: }67% of marketers agree that “Digital growth in advertising has come at the expense of the quality of creative.” }91% of marketers are prioritizing the need to “Make digital ads more engaging to meet our brand goals” in the coming year. }79% of marketers are prioritizing the need to “Increase our use of DCO” in the next 12 months. }82% of marketers agree that “We get better ROI from DCO campaigns compared to standard display.” }69% of marketers agree that “Our current DCO solution doesn’t utilize the creative’s aesthetics enough.”© 2018 Sizmek Inc. All rights reserved.4Marketers and Creative: What the Survey RevealsSizmek 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 a third-party market research organization, Qualtrics, to achieve anonymous and impartial results. (For a full breakdown of the survey sample, please see the Appendix.)The survey reveals just how much creative still matters to marketers and how much room their is for innovation in data-driven marketing.© 2018 Sizmek Inc. All rights reserved.5The creative lag in digitalAs marketers and advertisers look to the future, it’s clear that the relationship between “creative” and “digital” will be integral to brands’ overall marketing strategies. As for how they will tactically achieve this, 91% prioritize making digital ads more engaging to meet brand goals. So as brand campaigns increasingly shift to digital, creative teams must innovate to maintain the same creativity and storytelling achieved with traditional channels. There are, of course, challenges in delivering engaging and impactful creative. More than half (58%) of marketers say they find it difficult to fully utilize their creative within standard ad formats. While banner and MPU ad sizes are designed to fit neatly within publisher content, they often do not allow for brands to create the conversations they desire.67%say “Digital growth in advertising has come at the expense of the quality of creative.”79%agree “GDPR will mean that the quality of creative will become more important.”91%agree “Creative is as important as the use of data in our digital campaigns.”84% agree “AI means nothing without creative.”Despite intense industry focus on data, AI, and privacy, marketers clearly still value creative.© 2018 Sizmek Inc. All rights reserved.6Engaging formats are a practical solutionFor brands to achieve their creative goals, they must think outside the box. Tactical priorities for the coming year include boosting the engagement of ad creatives by using dynamic creative elements. Dynamic creative that optimizes to achieve personalization or creative sequencing is ideal for creating a coherent customer journey. Another key priority for marketers is to introduce or increase the use of interactive ad formats. About 83% of marketers agree that premium interactive formats such as animation, sliders, scratch and reveal configurations, and gamification deliver high engagement within digital placements. Often, these formats fit within standard ad sizes, allowing not only for engagement and brand storytelling, but als...