NEWS19 August 2016
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
NEWS19 August 2016
US — A recent study by Turn revealed that 88% of creatives either depend on data or find it helpful in developing messages with greater impact.
In fact, 65% of those surveyed said that at least half (and sometimes all) of their current work uses data to inform creative. Data in this case refers to insight generated by programmatic advertising.
This dependence on data is more common among senior creatives: 70% of senior creatives estimate that they use data to inform messaging, while 19% of junior creatives say they were unsure they'd ever seen the word ‘programmatic’ in a creative brief. Seventy-seven per cent of junior creatives said they didn't need the insights that programmatic offers.
However, 35% of creatives say that getting a brand to share insights is currently the greatest challenge to producing a successful campaign, and 29% highlight the same issue with communications and media agencies.
Turn is an independent ad tech company. More information on the research can be found here.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
Related Articles
The world's leading job site for research and insight
Resources Group
Quant Senior Research Exec – Retail
Up to £35,000 + Benefits
Resources Group
Research Manager – Public Policy / Social Research
£37,000–£41,000
Resources Group
Research Manager – Varied projects including behavioural science!
£35,000 – £45,000 + strong benefits
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research is the leading provider of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include . . .
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments