These days in advertising, media buyers are viewed as techies leading the charge while liberal arts-educated creatives try to keep pace. Things have only intensified in this era of big data and programmatic buying, as research commissioned by Turn illustrates.
Not filtering down
The survey of 206 creative decision-makers in the UK showed that while 88 per cent appreciated the idea of using data insights to create personalised ads, many had problems accessing that information. 35 per cent said it’s difficult to get data from brands while 29 per cent said the same of media agencies. Whatever the cause, lack of sharing is an issue. Programmatic isn’t a regular feature in creative briefs. 72 per cent said they’ve seen the word ‘programmatic’ in a brief fewer than 10 times.
Four keys to change
Here’s how to eradicate this problem:
• To win over creatives, illustrate the value of data and programmatic. Hammer the point home with case studies.
• Make a case to the brand that it’s in their best interest to share data insights with their agencies. Small agencies have to work harder to make this case.
• Use third-party technology providers to help foster communication.
• Resist the trench warfare mentality. Everybody wins when a campaign succeeds. Hoarding data helps no one. Ignoring the importance of data only hurts yourself.
Download the report at turn.com/r/2016agencyreport
Richard Robinson, EMEA managing director, Turn