According to a new report by 4C, a global data science and marketing technology company, and Advertiser Perceptions, providing data-driven business intelligence for the advertising industry, 89% of global marketers agree that advertisers who build their strategies around audiences, rather than individual media platforms, create more impactful campaigns.
The report, Making Audiences Actionable: Envisioning A Frictionless Cross-Channel Advertising Future, based on a survey of 300 advertising decision makers from brands and agencies across the U.S. and the U.K., says that marketers have started to adopt a cross-channel approach to planning and buying in response to new multi-screen consumer behaviors. 75% of respondents indicate that they are already executing campaigns that include more than one type of media.
Survey respondents, however, say that marketing challenges persist despite their efforts to tie channels together, with the biggest issues being:
The challenges are particularly heightened when integrating TV and digital campaigns, says the report, as 84% of advertisers report that they would increase their TV budgets if it offered the same level of accountability, transparency, and understanding about the consumer that is afforded by digital media.
According to the report, the solution to these challenges is an audience-based approach, according to those surveyed, which greatly improves several outcomes such as:
Lance Neuhauser, CEO, 4C, says “…marketers have started to adopt cross-channel campaigns… to truly market the way that consumers consume… seamlessly across screens, at the time and place of their choosing… they must… put audiences at the center of planning and buying…”
To achieve audience-based marketing in a fragmented media landscape, 85% of advertisers say they require a new marketing structure that enables seamless operation between publishers and platforms, including digital and TV.
To download the report, and learn more about the benefits of audience-centric marketing, please visit here.