Adobe Digital Insights: Disconnect Between Brand Advertising And Consumer Expectation

Adobe Digital Insights: Disconnect Between Brand Advertising And Consumer Expectation
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New research from Adobe Digital Insights has revealed that while Australian brands are embracing digital transformation, the experiences they are delivering in advertising are currently not meeting consumer expectations.

The 2017 State of Digital Advertising Report for Asia-Pacific was released today at Adobe Symposium 2017, the leading industry conference for digital experience and business transformation, attracting over 2,000 industry leaders, digital marketing experts and inspirational speakers.

“More than half of Australian marketers surveyed believe they’re doing a better job at delivering valuable, personalised ads compared to two years ago, however, only 38 per cent of consumers agree,” said Tamara Gaffney, principal analyst at Adobe Digital Insights. “Even with the great strides already taken to provide more relevant advertising, consumers are expecting even more, underscoring the opportunity for marketers to leverage the data they have to better understand the needs of their customers.

“Australia is among the top countries with consumers switching from internet browsers over to smartphones. Success in advertising absolutely requires brands to engage these mobile consumers, but our report found that 78 per cent of brands under-invest on smartphone advertising. Marketers cannot keep up with the complex multi-device, multi-channel digital advertising landscape. The best way to target across all the options is to use technology optimisers to ‘programmatically’ select the most relevant placements,” continued Gaffney.

Other key findings for Australia in the report include:

  • Sixty-six percent of Australian brand marketers claim accurately measuring return on ad spend is the biggest challenge to media buying.
  • Older Australian consumers (35-plus) are most likely to be engaged by funny ads (40 per cent), while consumers in India (49 per cent) and Korea (43 per cent) prefer ads to focus on product benefits.

Key findings for Asia Pacific (APAC) include:

  • Total visits to APAC websites have grown 36 per cent in the last 36 months, but growth is slowing; total website visits in the US is stagnant.
  • The opening seconds of a video ad are crucial; 22 per cent of APAC consumers move on after a video ad has played for just five seconds, higher than US consumers at 19 per cent.

“Marketers looking for growth in visits or revenue are faced with increased costs with declining results. The integrated data platform combined with programmatic media buying solution, is an absolute necessity. said Sam Smith, head of Adobe Advertising Cloud for Adobe Australia and New Zealand.

“With consumer expectations rising and advertising channels becoming more complex, advertising and data must go hand in hand. The opportunity for marketers to bridge the martech and adtech divide is the only way to enable marketers to understand what’s working best for their customers, and take action.”

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SBS Susan Smith Ellis

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