2018营销人员调查报告（英文版）-4mb

Summary of Sizmek Marketers Survey Results 2018

Core Content

The Sizmek Marketers Survey 2018 highlights the challenges and strategies that brand marketers are adopting in the context of digital media, brand safety, and partnerships. The survey included 522 brand marketers from the United States and Europe, with combined annual digital advertising spend exceeding $500 million. The key findings reveal a growing tension between reach and relevance, brand safety and performance, and technology sophistication and streamlining in digital advertising.

Main Findings

1. Contextual Targeting is on the Rise

• 71% of marketers find it difficult to balance audience and context in their targeting.
• 81% believe targeting both audience and context negatively impacts campaign scale and performance.
• 87% plan to increase the scale of their contextual targeting in the next 12 months.
• 77% of marketers agree that AI improves performance in digital ad campaigns.
• 78% plan to improve their contextual targeting capabilities in the next year.
• 74% believe contextual targeting outside of “walled gardens” is more effective.

2. The Need for Context at Scale

• Brands are looking to scale their contextual capabilities without compromising performance.
• Contextual targeting can be used to create algorithmic models of converters and custom lookalike audiences.
• 80% of marketers prioritize achieving both audience and contextual targeting at scale.
• AI is essential for executing contextual targeting on the open web, as it allows for automation and efficiency.
• Marketers are concerned about the complexity of the digital media landscape, with 62% finding it too complex.

3. Brand Safety Remains Elusive

• 61% of marketers have a third-party brand safety solution in place.
• 84% of marketers hope to find better value from their brand safety solutions in the coming year.
• 64% agree that achieving brand safety is difficult and often negatively impacts campaign performance.
• 64% of marketers believe brand safety solutions are too expensive.
• 38% of marketers think their brand has delivered ads to harmful webpages.
• 85% of marketers consider improving brand safety a high or critical priority.

4. Partnering for Brand Safety

• Marketers are looking for partners that offer advanced capabilities at a fair price.
• 85% prioritize working with vendors that provide good value.
• 76% prioritize getting more transparency from digital display inventory.
• 64% prioritize reducing the number of vendors/partners in the supply chain.
• 63% believe “walled gardens” do not provide enough inventory transparency.

Regional Differences: United States vs. Europe

• Brand Safety Solutions: 70% of European marketers have a third-party brand safety solution, compared to 47% in the U.S.
• Awareness of Harmful Pages: 49% of European marketers are aware that ads have been delivered to harmful webpages, compared to 17% in the U.S.
• Responsibility for Brand Safety: 52% of U.S. marketers believe the brand itself is primarily responsible, while 31% of European marketers hold this view.

Key Strategies and Priorities

• AI Adoption: Marketers are increasingly adopting AI to improve performance and streamline operations.
• Transparency and Control: Marketers seek more transparency in where ads are placed and prefer fewer vendors in the supply chain.
• Cost-Effectiveness: There is a strong demand for cost-effective brand safety solutions.
• Contextual Targeting: Brands are shifting towards contextual targeting to find new audiences and maintain relevance.

Conclusion

The digital advertising landscape is complex and fragmented, and marketers are under pressure to balance performance with brand safety. The need for contextual targeting at scale and AI-driven solutions is growing. Additionally, there is a clear demand for transparency, efficiency, and cost-effective brand safety. Sizmek offers a solution through its DSP and Peer39, providing integrated, AI-enhanced media and targeting solutions that help brands achieve their goals in a more transparent and effective manner.

Appendix: Survey Demographics

• Countries Represented: France, Germany, United Kingdom, United States.
• Positions: Vice President (VP), C-level, Head of a department, Director, Manager.
• Industries: FMCG / CPG, Automotive, Retail, Travel, Telecoms and consumer tech, Financial services, banking, and insurance.
• Digital Media Spend: Ranges from less than $100,000 to $5 billion or more.
• Company Size: From small (2-99 employees) to global (20,000 or more employees).
• Annual Revenue: From less than $1 million to $5 billion or more.