2018营销者洞察_创意_个性化与动态创意优化（英文版）_15页_4mb

报告摘要

Summary of MARKETERS SURVEY RESULTS 2018

Core Content

This report presents the findings of a Sizmek survey conducted in 2018, focusing on the role of creative quality, personalization, and Dynamic Creative Optimization (DCO) in digital advertising. It highlights the challenges and opportunities marketers face in integrating data-driven strategies with creative execution.

Key Findings

Creative Quality Concerns: 67% of marketers believe that digital growth in advertising has come at the expense of creative quality. Despite advancements in data and AI, they still place high importance on creative content.
Engagement Priorities: 91% of marketers prioritize making digital ads more engaging to meet brand goals.
DCO Adoption: 82% of global marketers currently use DCO, and 79% plan to increase its use in the next 12 months.
ROI from DCO: 87% of marketers who have used DCO report better ROI compared to standard display campaigns.
Creative Limitations in DCO: 69% of marketers feel that their current DCO solutions do not utilize the creative's aesthetics sufficiently.
Personalization and AI: 85% of marketers want to improve personalization capabilities in their ads, while 76% plan to use first-party (CRM) data for DCO and 76% wish to leverage AI in their DCO processes.

Main Viewpoints

Creative Matters: Marketers recognize that creative is essential to digital advertising, even as they embrace data and AI.
DCO as a Tool: DCO is seen as a valuable tool for enhancing engagement and ROI, but there are challenges in its implementation.
Need for Innovation: There is a strong demand for more engaging and innovative ad formats that allow for both personalization and brand storytelling.
Regional Differences: European marketers are more open to new creative technologies such as connected TV and VR compared to U.S. marketers, who prioritize engagement within standard ad formats more.

Key Information

Survey Sample: 522 brand marketers from the U.S. and Europe, with a combined annual digital advertising spend of over $500 million.
Survey Methodology: Conducted in partnership with Qualtrics to ensure anonymity and impartiality.
Challenges with DCO: 66% of marketers find it challenging to implement DCO due to factors such as cost, lack of knowledge, and time required.
Future Trends: Marketers are looking to use AI in DCO for better experiences and are interested in using their CRM data to enhance personalization.

Recommendations

Enhance Creative Aesthetics in DCO: Marketers need DCO solutions that better incorporate brand aesthetics and storytelling.
Invest in DCO Technology: Brands should invest in advanced DCO tools that allow for more flexibility and scalability in creative production.
Leverage AI and CRM Data: To improve personalization and customer engagement, marketers should integrate AI and first-party data into their DCO strategies.
Explore New Formats: Interactive and immersive formats like animation, gamification, and VR should be explored to create more engaging digital campaigns.

Conclusion

Creative innovation remains central to successful advertising, and while digital growth has enabled more personalized and data-driven campaigns, it has also led to a perceived decline in creative quality. Marketers are seeking better ways to integrate their brand's aesthetic and messaging with dynamic, personalized creative execution. The right DCO solutions and partnerships are crucial to achieving this balance and driving better campaign performance.

Appendix Highlights

Geographic Distribution: The survey included respondents from France, Germany, the United Kingdom, and the United States.
Position in Organization: Respondents ranged from Vice Presidents to Managers.
Industry Representation: The survey covered industries such as FMCG/CPG, Automotive, Retail, Travel, Telecoms and Consumer Tech, Financial Services.
Digital Media Spend: Marketers reported annual digital media spending from less than $100,000 to over $5 billion.
Company Size: Respondents represented companies with fewer than 100 employees to global organizations with over 20,000 employees.

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