New research from Scibids reveals that 61% are using AI to help deliver effective advertising that is privacy friendly, respectful of consumers, and less harmful to the planet.
- 74% expect programmatic investment to grow in 2023
- 91% understand the opportunities for customisation in their programmatic strategy
- Yet only 52% are making full use of the available DSP customisation features
More than 8 in 10 marketers (87%) believe that AI is an important part of their marketing strategy in 2023, finds a new study by Scibids, the global leader in artificial intelligence (AI) for digital marketing, in collaboration with research company Censuswide. In fact, 61% of respondents are already using AI to help deliver effective advertising that is privacy friendly, respectful of consumers, and less harmful to the planet.
Following a turbulent period for marketers, Scibids surveyed 252 senior brand marketers* across the UK to understand their thoughts on programmatic growth, the role AI has to play, and methods being used to optimise strategies. Respondents were optimistic, with 74% expecting their programmatic investment to grow in 2023. On average, brand marketers expect their investment to grow by at least 30%.
Further highlighting the importance of AI to marketing strategies, 94% of those surveyed revealed that they are already applying the technology within their digital advertising. In particular, they are utilising the technology for targeting (49%), measurement (48%), and data application (45%). However, just 24% are using the technology for their programmatic buying, highlighting that there is still plenty of scope to adopt the technology and benefit from what it has to deliver.
Interestingly, more than 92% are well or fairly-well informed about the opportunities for customisation in their programmatic strategy, but only 51% believe that they are making full use of the available DSP customisation features. A lack of budget (47%), staff resources (41%), and time (32%) were cited as the biggest blockers to fully unleashing what DSPs have to offer.
Matt Nash, UK MD at Scibids, commented: “Digital marketers are increasingly embracing and enhancing their use of AI as a tool to overcome the new hurdles and challenges they are facing. This research also showcases that while the industry has come a long way in terms of utilising AI, there is still plenty that can be done to ensure further stability and growth in the future.
“AI, particularly custom algorithms, is vital as brands seek to drive ROI across programmatic-bought paid media and increase sales and brand equity. Indeed, programmatic is here to stay, but only by embracing AI’s Golden Age can it unlock its true potential..”
The research is launched alongside Scibids’ latest report, ‘The Golden Age Of AI Is Here: Developing Your Digital Marketing Strategy’ which combines the results of the survey with insights from leading programmatic experts at companies including PokerStars, MG OMD, Space and Time, The Trade Desk and EssenceMediacom.
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