New Research: Global Marketers Reveal that Audience-Based Strategies Deliver More Impactful Campaigns
Jun 19, 2018
Benefits of an audience-based approach are improved brand awareness, positive impact on purchase considerations, and increased brand loyalty
Chicago, IL, June 18, 2018 — According to a new report released today by 4C, a global data science and marketing technology company, and Advertiser Perceptions, the leader in data-driven business intelligence for the advertising industry, the majority of global marketers (89%) 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, is based on a survey of 300 advertising decision makers from brands and agencies across the U.S and the U.K. According to the report, 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.
However, survey respondents say that marketing challenges persist despite their efforts to tie channels together, with the biggest issues being measurement (52%), reach and frequency optimization (45%), and targeting precision (37%). The challenges are particularly heightened when integrating TV and digital campaigns, 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.
The solution to these challenges is an audience-based approach, according to those surveyed, which greatly improves several outcomes:increased brand awareness (94%), purchase consideration metrics such as website or store visits (93%), better targeting and frequency optimization (90%), directly attributable actions such as logins or downloads (93%), and better brand loyalty (92%).
“Marketers have started to adopt cross-channel campaigns, but to truly market the way that consumers consume – seamlessly across screens, at the time and place of their choosing – they must get out of a channel-specific mindset and put audiences at the center of planning and buying,” said Lance Neuhauser, CEO, 4C. “It’s clear from the survey that brands and agencies are headed in this direction, as 88% of respondents say that audience-based marketing campaigns and budgets will surge in the coming years.”
To achieve audience-based marketing in a fragmented media landscape, the majority of advertisers (85%) say they require a new marketing structure that enables seamless operation between publishers and platforms, including digital and TV. Scope by 4C™ is designed to address this urgent need, as the first self-serve platform to unify audience intelligence, activation, and analytics across TV, social, digital, and mobile marketplaces.
Visit www.4cinsights.com/AdvertiserPerceptions to download the report and learn more about the benefits of audience-centric marketing.
About 4C Insights
4C is global marketing technology company that delivers a unified platform for audience discovery, media execution, and performance analysis. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable audiences and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat, and Twitter as well as TV synced ads via display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.com for more information.
About Advertiser Perceptions
Advertiser Perceptions is the global leader in research-based business intelligence for the advertising industry. Our exclusive insights, practical advice and knowledgeable guidance produce actionable solutions that deliver results and enable our clients to thrive in today’s complex and competitive advertising market. For more information about our services or to arrange a private briefing, please contact us at 212-626-6683 or info@AdvertiserPerceptions.com.