Advertisers want more access to data, finds survey

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.”