Brands and Agencies Seek Greater Adventure in Advertising, Survey Reveals
Embracing the Uncharted: Brands and Agencies Strive for Innovation in Advertising Landscape, Study Unveils
A significant 81% of advertising professionals are looking to be more adventurous, according to recent Bango data, gathered from 300 US and UK in-house and agency-side ad professionals.
This adventurous spirit also reflects in their data sourcing tactics, with 83% exploring new data sources for ad targeting. However, despite their openness to new strategies, 60% acknowledge the increasing difficulty in reaching the right online audiences.
This challenge is linked to the complexities of digital advertising today, impacted by reduced consumer spending, shrinking marketing budgets, and growing demands for data privacy.
Anil Malhotra, CMO at Bango, stated: "Ad professionals remain committed to delivering informed, personalized ads. Yet, it's more challenging than ever. Only those bold enough to trial new innovations and targeting methods will succeed."
Bango suggests advertisers adopt 'Purchase Behavior Targeting', leveraging data from billions of online transactions to direct ads to potential buyers, thus making their strategies more effective and revenue-driven.
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