In a world where ‘big data’ is becoming increasingly important to marketers, Sky IQ has produced a report into how agencies are using viewing data to influence decisions in the creation of TV campaigns, and the ways in which audiences are being targeted.
The Sky IQ Ad Science report revealed that of the 100 senior professionals at UK advertising agencies, 85% agree that data is becoming more important in the industry, with just one in 10 believing that data is more of a hindrance than a help.
However, while almost half said that their agency could be using data more effectively, less than 25% said their agency was investing more in data, suggesting that while the acceptance is there, the industry is still in the middle of a learning curve.
According to the research, return on investment measurement needs to become “more scientific”, with 56% of respondents saying that measuring ROI from TV campaigns is not as scientific as they would like yet. In order to improve the precision of ROI measurement, Sky IQ suggests the combining of response data with viewing data.
When asked whether creativity or data was more important for a successful TV campaign, 60% said data, while 45% agreed that data can be used to replace human skill and insight on the planning and execution of a TV campaign.
Rob Jackson, MD of Elisa DBI, Havas Media, said that the marketing world is approaching a crossroads.
“The seemingly unstoppable ruse of data in business poses the greatest threat – yet offers the greatest opportunities – facing companies today,” he said.
“traditional metrics are being challenged by CMOs and so fresh thinking, which fuses technology and creativity, is required for organisations to navigate the new media landscape.”
