Advertisers want more access to data, finds survey

UK – The majority of European advertisers think data should be more embedded in advertising, suggests research from Kantar.

Piccadilly Circus

Three-quarters ( 76%) of advertising executives responding to an online survey said data should be better embedded within the advertising process, both in their organisations and as part of a dialogue with their agencies.

The survey also found that 82% of respondents agreed that brands should look beyond their first-party data to third-party, consented data.

However, fewer than a third ( 31%) agreed that syndicated data provides them with actionable insights.

Kantar conducted an online survey with 672 advertising executives from 39 countries in Europe. The results of the survey were combined with consumer data taken from Kantar TGI studies globally and advertising spend data.

Serge Lupas, president of the media division, Kantar, said: “Marketers are feeling a form of data paralysis, confronted with the need to pivot faster, and to strive for great efficiency and impact in their media and creative strategies.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts