Thought leadership

Salesforce have released their new report on Digital Advertising. Based on a global survey of 900 advertising leaders, this research illustrates new priorities, strategies, and tactics that signify the dawn of a new era in advertising and media buying.

Consumers and business buyers receive more messages, through more channels, than ever before. Cutting through the noise requires advertisers to deliver hyper personalised messages that resonate at the individual level.  To effectively reach audiences and interact with them in a smarter, 1-to-1 manner, advertisers must connect and make sense of a myriad of data sources.  This in turn requires a shift in dynamics with tech no longer being an afterthought.

The main findings of the report include:

  • Digital advertising and marketing continue to converge. The majority of European companies (55%) now share common digital ad and marketing budgets, with 66% of European companies rely entirely on internal staff to optimize ad spend for Facebook and Instagram
  • Brands turn to trusted data sources to personalize advertising for consumers. More than 90 percent of brands have adopted or plan to use data management platforms (DMPs) to manage the scale of their data, while exploring new ways to securely share data with trusted partners.
  • Facebook and Google dominate digital advertising as video ads rise in popularity. In 2018, across Europe 69% of digital advertising spend will go to Google Search, YouTube, Facebook and Instagram the highest globally (North America 63% and Asia- Pacific 67%)
  • New tech means new ad space. Advertisers expect new technologies such as smart TVs and home hubs, wearable devices and augmented or virtual reality, with 74% advertisers using the following technologies, or planning on using the platforms in the next 12 months

Tom Smith, Director, Product Marketing, EMEA at Salesforce says:   “The average consumer is exposed to up to 10,000 ads in a single day, with many of these messages being shown to us via online and social channels. To cut through this noise advertisers need to deliver hyperpersonalised brand messages that resonate with individuals. Data is the secret sauce for achieving this. Understanding the consumer’s digital footprint, online advertisers can use that data to gather a vast pool of insightful information about our likes and dislikes.

“Joining the dots between different data sources will help UK advertisers reach their audiences and connect with them in a smarter, more individual way. However the use of marketing tech can no longer be an afterthought and advertising can’t sit in a vacuum.

“The winners will be companies that fuse the right teams and technologies to harness data that helps them understand who their customers are and reach them with meaningful content. In fact, today’s report reveals that 24% of European advertisers will use interests-based data to develop campaigns that reflect the consumer.”

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