Publisher inflexibility and client structure holding back cross-platform advertising according to Drum research
The development of cross-platform advertising is being slowed by the structure of client teams and the lack of suitable offerings from media owners, according to the inaugural Drum Market Insight report.
Launched in partnership with audience insight and data connectivity firm Acxiom, the Drum Market Insight - Cross Platform Edition report surveyed The Drum readership to understand the opportunities and challenges in implementing cross-platform advertising, and the current use of cross platform campaigns by brands.
The survey of 200 agency professionals found that 84% stated that clients are not currently structured in an appropriate way to deal with the demands of cross-platform marketing.
Compounding this issue was the fact that almost 80% believed that publishers and media owners, and broadcasters did not provide enough options for cross-platform campaigns.
The survey discovered though huge excitement around the potential of cross-platform advertising. Already around 60% of all campaigns run by our respondents incorporated some element of cross-platform activity.
84% believed that this will increase over the next year, with only 2.5% of believing it would decline.
Cross-platform advertising was also seen as hugely beneficial, with 86% stating it achieves better results than standard campaigns.
The top five challenges in creating a cross-platform campaign were identified as: lack of a single consumer/device ID across all platforms; managing multiple data sources; integration with offline media; achieving significant reach; the walled garden tech stacks from Facebook, Apple and Google.
However, over 70% of respondents said they did believe their agency is structured to take advantage of cross platform marketing. Of those that weren’t, over a third cited talent as the biggest problem.
The survey results were further discussed at an exclusive Drum roundtable featuring Iain Jacob, CEO, EMEA, Starcom Mediavest; Ian James, GVP and MD Acxiom Europe; Grant Millar, UK CEO, Zenith Optimedia; Mark Sherwin, MD, Accenture Digital; Greg Rimmer, COO, Fetch; Ben Wood, Global President, iProspect; Rob Sellers, MD, GreyShopper; Zaid Al-Zaidy, CEO, McCann; and Havas Media; and Darren Goldie, managing partner, Havas Media.
The survey and roundtable both fed into the overall production of the The Drum Market Insight – Cross Platform Edition report, available to download here.
The Drum Market Insight research programme has been established to dig into the biggest issues facing brands and agencies in today’s market.