42% Of Advertisers Do Little Or No Creative Testing, 48% Worried About Cookieless Performance

Despite industry-wide concern about the disappearance of cookies in advertising, only 40% of marketers say they are preparing and 48% are worried that their companies won’t be able to provide impactful performance in a cookieless world. 

The concern is greatest among media publishers versus advertisers and agencies, according to Kantar’s Media Reactions Marketer’s Supplement report, which surveyed advertisers, agencies and media publishers. The nearly published insights for marketers were not included in the original Media Reactions report.

The team surveyed 4,000 consumers across seven major media marketers worldwide, alongside more than 733 interviews with senior marketers globally -- 236 advertisers, 349 agencies and 148 media companies and publishers.

From the analysis, the company identified three themes: Managing the complexity of media and content, navigating data in a cookieless world, and planning for and proving performance



Marketers are trying to balance their offline and online media mix, but there are gaps in the data that can provide more confidence.

Some 61% of the organization participating in the survey say they found their “sweet spot,” up from 59% in 2019, but help don’t feel they have all the data they need to make decisions.

  • Advertisers show a 7% drop in confidence in their organizations’ overall media mix, while media agencies saw a big confidence boost from 47% in 2019 to 64% in 2020
  • 42% are testing little or no creatives, citing the risk or cost and speed as top reasons
  • The industry is still attempting to balance short- and long-term ROI, but advertisers feel pressure for results And short-term sales
  • The degree to which marketers have been measuring the performance of their campaigns has dropped slightly, especially for advertisers, likely due to budget cuts by COVID-19

Marketers’ confidence in their understanding of context has grown from 65% to 72%, but many seem less confident they are tailoring creative pieces to the media channel. Advertisers have the least confidence, with only 63% understanding context and only 49% tailoring creative executions.

When it comes to building brand equity, marketers are confident in their strategies, but they aren’t confident they have the right balance between brand building and short-term, performance marketing in their programs.

Among advertisers, only half are confident that their organizations have the proper balance.

The data also shows a drop in the how marketers have been measuring the performance of their campaigns, likely due to budget cuts.

Fewer marketers indicate they are measuring all of their marketing activities, and those that report ROI measurement is “always-on” has dropped, especially among advertisers.

3 comments about "42% Of Advertisers Do Little Or No Creative Testing, 48% Worried About Cookieless Performance".
Check to receive email when comments are posted.
  1. Craig Mcdaniel from Sweepstakes Today LLC, October 22, 2020 at 7:03 p.m.

    Laurie, in your story and many other Media Post stories by all of your writers, dance with the elephant in the room, programmatic. Programmatic has been sold as the next coming of the sunrise, the answer to all answer and more to online advertising. But is it? You own numbers in many ways, question programmatic effectiveness. 

    Simply, not all ad campaigns work online with programmatic. Sweepstakes doesn't work because the public demands transparency and much more information that banner ad can deliver.  So put the question to the advertisers, who do you trust more? I will put my 17 years as a publisher against any other ad delivery method including programmatic. 

    My solution, bring back the trading desk for targeting sponsors ads. I would also include indepentent ad networks. The original goal of programmatic ad delivery was to reduce cost. From all the stories I have read from the major advertisers, there are serious doubt that this true.

  2. Mike Skladony from Semcasting, Inc. replied, October 23, 2020 at 10:38 a.m.

    @Craig - "Transparency" and "ad network" in the same context? There is a reason they all folded or pivoted. I don't disagree that programmatic isn't for every brand or product. I think the biggest issue that plagues Programmatic is shortfalls in true Attribution. 

  3. Craig Mcdaniel from Sweepstakes Today LLC, October 23, 2020 at 6:34 p.m.

    Mike, on ST, we hand place 100 percent of our links.  What this means is we have never had one of our sweepstakes hacked out of 82,000+. Our Microsoft security and additional measures is amoung the best you will find in a website. However the key is the hand placement and another level of security behind that.  

    On ad networks, there is only one I know and their product is coupons and discount offers. The reason? Google stopped offering the quality ads to them.  That's a fact. 

    Last, Google has gone to extraordinary measures to block the quality ads on large number of quality websites.  They put ST in the category of "Gambling" which we are not. But it does block advertisers from placing ads on our website. They have to give me a stright answer why ST is being place under a difinition of SE Asia for "Sweepstakes" that is closly assocuated in that part of the world with "Gambling" including camel racing. That is the reason why ST was blocked of quality ads. If not, it is because my biggest competitor is Google.

Next story loading loading..