2018营销者洞察：创意、个性化与动态创意优化（英文版）_15页_4mb

报告摘要

2018 Marketers Survey Summary: Creative Quality, Personalization, and DCO

Executive Summary

The 2018 Sizmek Marketers Survey highlights that global marketers believe digital growth in advertising has come at the expense of creative quality. While digital marketing has advanced significantly in targeting, reach, and frequency, large, long-play creative formats that allow for great storytelling have been overshadowed. Despite this, marketers still place a high value on creative content and are seeking ways to integrate more creativity into their campaigns.

81% of marketers surveyed state that improving digital campaigns to showcase creatives more effectively is a high or critical priority. Key findings from the survey include:

67% of marketers agree that digital growth has come at the expense of creative quality.
91% of marketers prioritize making digital ads more engaging.
79% of marketers plan to increase DCO usage in the next 12 months.
82% of marketers believe DCO provides better ROI than standard display.
69% of marketers feel their current DCO solution does not utilize the creative's aesthetics enough.

Key Findings

Creative Matters: Marketers still value creativity as much as data in their campaigns.
DCO Adoption: 82% of global marketers are currently using DCO in their digital media executions.
Engagement Focus: Marketers are looking to enhance engagement through dynamic creative elements and interactive formats.
Aesthetic Concerns: Many DCO solutions are seen as too simplistic and fail to incorporate brand aesthetics effectively.
AI Integration: 76% of marketers wish to leverage AI in their DCO capabilities for improved customer experiences.

Engaging Formats: A Practical Solution

To achieve creative goals, marketers are turning to more engaging ad formats that allow for dynamic creative elements and personalization. Key priorities include:

Using dynamic creative optimization (DCO) to create a coherent customer journey.
Implementing interactive formats such as animation, sliders, scratch and reveal, and gamification, which are seen as highly engaging.
Exploring virtual reality (VR) capabilities, with over half of marketers planning to introduce VR in the near future.

Interactive formats are often used within standard ad sizes, enabling both engagement and reach across a wide range of publisher inventory.

DCO Boosts Engagement and ROI

DCO is increasingly being used to deliver personalized and data-driven campaigns, with 87% of marketers who have used DCO reporting better ROI compared to standard display. However, challenges remain:

69% of marketers feel their current DCO solution does not utilize the creative's aesthetics enough.
79% of marketers plan to increase their use of DCO in the next 12 months.

Marketers are looking for DCO solutions that can offer more creative flexibility and control, enabling them to maintain brand messaging while delivering personalized content.

Not All DCO Is Created Equal

DCO requires collaboration across different brand departments and often involves significant technical expertise. Some DCO solutions are complex to implement, requiring intricate taxonomies and programming. This complexity is a major barrier for many marketers, with 66% reporting that their organizations find it challenging to implement DCO solutions. The top barriers include:

Cost to implement (53%)
Lack of knowledge (37%)
Time to set up (24%)

Additionally, many DCO solutions are seen as too templated, offering limited creative flexibility and not fully leveraging brand aesthetics.

Personalization with Brand Flair

Marketers are now seeking to maintain fine control over their brand's core messaging and aesthetics while allowing for personalization and optimization through DCO. Key priorities include:

Improving personalization capabilities within creatives (85%)
Using first-party (CRM) data for DCO (76%)
Leveraging AI in DCO for improved customer experiences (76%)

Marketers want to use DCO not just for retargeting but to build deeper customer relationships and foster brand loyalty.

Creative and DCO: United States vs. Europe

There are notable differences in how marketers in the United States and Europe approach DCO:

DCO Usage: 73% of U.S. marketers are currently using DCO, compared to 68% in Europe.
AI Adoption: 78% of U.S. marketers plan to leverage AI in DCO, versus 68% in Europe.
Creative Technologies: European marketers are more open to new creative technologies, with 77% prioritizing connected TV and 65% prioritizing VR, compared to 66% and 57% in the U.S.
Engagement in Standard Formats: 88% of U.S. marketers prioritize increasing engagement within standard ad formats, compared to 77% in Europe.

Conclusion

Creative innovation remains a key component of successful advertising, and while digital growth has enabled new levels of personalization and reach, it has also posed challenges for maintaining creative quality. Marketers are now seeking better ways to integrate brand aesthetics into data-driven campaigns through engaging formats, advanced DCO solutions, and strategic partnerships. Sizmek, with its long history in creative and DCO, offers the tools and expertise to help brands achieve this balance, creating programmatic-friendly rich media ads and enabling full control over creative execution.

Appendix: Survey Demographics

Countries: France, Germany, United Kingdom, United States
Positions: Vice President (VP), C-level, Head of a department, Director, Manager
Industries: FMCG / CPG, Automotive, Retail, Travel, Tourism, Hospitality, Telecoms and Consumer Tech, Financial Services, Banking, and Insurance
Annual Digital Media Spend: Less than $100,000, $100,000 to less than $500,000, $500,000 to less than $1 million, $1 million to less than $5 million, $5 million or more
Number of Employees: Small (2-99), Medium (100-999), Large (1,000-4,999), Very Large (5,000-19,999), Global (20,000 or more)
Annual Revenue: Less than $1 million, $1 million to less than $100 million, $100 million to less than $1 billion, $1 billion to less than $5 billion, $5 billion or more

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