80% of advertisers want in-house segmentation tools

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2021, 3:04 PM UTC

A Kantar’s survey of 670 advertisers across 40 markets found that 82% of advertisers want more control over media spending.

According to the study, 58% of advertisers feel brands are eager for data that guides long-term strategy, and 47% believe data is needed to inspire short-term strategy. But, as privacy policies take effect and cookies get eliminated, data activation may become difficult.

As a result, 80% of advertisers want to activate in-house segmentations. Another 80% want to expand the reach of data and insight across the business. Three-quarters of advertisers also believe that everyone should use data.

Direct-to-consumer marketing tactics are used by 82% of advertisers. 59% of advertisers believe real-time data delivery is essential information. Expanding data, however, doesn’t warrant increased insights, with 63% finding it difficult to gain insights into competitors media activity.

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