According to 62% of marketers, the media landscape has become too complex. A survey by Sizmek based on the answers of 522 brand marketers revealed that marketers are facing a series of challenges and hurdles nowadays, some of which are becoming increasingly difficult to navigate.
As such, 71% of respondents felt that achieving a balance between audience and context was difficult, whilst 81% believe that targeting both can negatively impact the scale and even the performance of a campaign.
In order to overcome this issue, the majority of marketers are trying to boost the scale of their contextual targeting campaigns and find new audiences.
Meanwhile, 77% predicted that data privacy regulations such as the GDPR would stifle using third-party data for targeting. Here contextual targeting may become more important to continue to achieve growing reach of audiences. That’s also why 78% of marketers are planning to up their contextual targeting capabilities.
Brand safety continues to be an important aspect to consider for brand marketers. However, just 61% of respondents said they had a third-party brand safety solution installed, whilst those who do are not necessarily satisfied with 84% looking for better value from their brand safety options.
However, the majority of marketers (85%) admit that boost brand safety is a priority in the future. At the same time, 64% found it hard to implement an effective solution.
The ideas of what brand safety means for marketers varies widely. For 60% of respondents brand safety measures involved blocking harmful pages, whilst 50% said it included managing blacklisted sites.
Interestingly, 70% of European marketers used third-party brand safety solutions compared to just 47% of US marketers.