Mind the Gap! Data Disconnect Emerges as Ad Creatives' Greatest Challenge

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Research from Turn reveals challenges for creatives in accessing data insights needed to produce successful brand campaigns

●     Thirty-five percent of creatives say getting brands to share data insights is their greatest challenge
●     Eighty-eight percent say data insights are helpful and something on which they depend
●     Only 11% of small agency creatives are confident they understand programmatic advertising

New research from Turn, the independent ad tech leader, has today revealed a major disconnect between media and creative agencies in how data is used to fuel programmatic advertising. In fact, more than one in three creatives (35%) said getting the brand to share data insights is their greatest challenge to producing a successful campaign, and another third (29%) cited the same issues when communicating with media agencies.

To access a full copy of the report, go to turn.com/r/2016agencyreport.

Turn’s survey of industry professionals from large and small agencies across the UK showed that despite the challenges of using data, 88% of respondents agreed that it was either something they depended on, or deemed helpful, in creating more personalized ads. Two thirds (65%) said that at least half, if not all, of their current work is built on using data to inform creative message development.

Richard Robinson, managing director EMEA at Turn said, “The way that data and insights, including those from programmatic advertising, are used or shared are the most important issues affecting the industry. It’s critical that brands ensure that the creative team on one side and the media planning and execution team on the other has access to the same insights.”

Younger doesn’t always mean savvier
Contrary to the assumption that millennials are more comfortable using data, the survey showed that young creatives are less savvy when it comes to using programmatic, with almost a quarter uncertain whether they’ve seen programmatic in a brief, and 77% saying they simply don’t need the insights programmatic offers to make relevant ads.

Large vs. small agencies
The results also highlighted a separation between large and small agencies, with the former stating they’re confident in their understanding of what programmatic advertising is (59%), compared with only 11% of small agency respondents.

Understanding data insights to deliver ad performance
Data is clearly seen as critical for targeting and performance of ads. Irrespective of size, 67% of agencies say relevance, location (60%) and timing (59%) of the ad were top priorities for digital ads, alongside design and storyline.

Robinson continued, “Each part of the industry has a role to play in ensuring a more fluid process to data sharing. Brands need to emphasize the importance, to both the media and creative teams, of working and planning together. Creative agencies need to understand how programmatic can enable more personalized storytelling and that this doesn’t detract from the creative process. Finally, for the technology providers, it’s important to speak to the brand, the media agency and the creatives to ensure a fully collaborative and, ultimately more successful outcome.”

About Turn
Turn, the independent ad tech company, delivers real-time insights that transform the way leading media agencies and enterprises make marketing decisions. The Turn platform enables anonymous audience planning, data centralization, cross-device advertising, and advanced analytics, along with point-and-click access to more than 150 integrated technology partners. Turn works with the world’s top brands and agencies, including DirecTV, Experian, HP, Kia, Kraft Heinz, L’Oreal USA, Thomas Cook and Zales. Headquartered in Silicon Valley, Turn offers its products and services worldwide. For more information, visit turn.com or follow @turnplatform.

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Jonathan Gardner
Turn
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