Aussie advertisers least satisfied with measurement, says industry report

According to research by ad tech firm Xandr and Advertiser Perceptions, advertisers in Australia are the least satisfied of all advertisers globally surveyed with measurement solutions available, with only 11% satisfied.

Xandr’s Relevance Report, which for the first time included 140 Australian respondents along with Brazilian, British, French, German, and US respondents, explored how advertisers are ensuring that the campaigns they deliver are meeting  goals and consumer preferences. Results were collected in September 2020.

When it comes to using the data effectively for measurement of advertising, only one-in-five US advertisers are very satisfied with their end-of-campaign measurement data. Advertisers in Australia say lack of standard cross-screen measurement is a leading challenge that prevents them from using data effectively. Only 18% of Australian marketers are very satisfied with current ability to optimise based on back-end results. This is despite 88% of Australian respondents investing in data capabilities, 50% hiring data scientists and 50% investing in data partnerships.

With the demise of thirty-party cookies and device-based identifiers advertising must be able to prove worth and attribution. Almost a third (32%) of Australian marketers said they would build an identity solution internally; and 27% would reallocate spend to channels without third-party cookies.

While it is well known that data informs how advertisers meet consumer needs at the right moment in time, how to leverage data in a most effective and compliant way is a challenge. More than half (60%) of the Australian advertisers surveyed cited data accuracy as a top challenge in aligning with consumer privacy.

The research also found that most advertisers are not convinced that consumers are aware of data privacy regulations. In Australia 44% of advertisers consider consumers to be somewhat familiar with consumer privacy regulations.


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