New Forrester Study Commissioned by Equativ and Sharethrough Reveals What’s on the Minds of US Advertisers

Constantly shifting priorities have left today’s advertisers with a lot on their minds. From curation to ad density, everyone is looking for opportunities to achieve optimal results. To understand their current needs and challenges, we commissioned Forrester Consulting to conduct a custom study on behalf of Equativ and Sharethrough.

Focused on current challenges, key priorities, and future goals of US brand and agency-decision makers, the results offer insight into what’s now and next when it comes to customer satisfaction, sustainability, brand safety, and more.

Advertisers Prepare To Deal With Evergreen Concerns

When asked about their current and future advertising strategies, respondents expect much of what they face to remain consistent. This group wants to worry less about the downsides of basic programmatic strategies, indicating questionable brand safety, excessive waste, and complex campaign configurations to be some of their current concerns.

On the flip side, alternative data strategies are still on their minds and many cite an ongoing necessity for the programmatic strategies they currently have in place. Even as the landscape changes, 50% of respondents plan to leverage SPO and cookieless solutions two years from now as they anticipate that need will remain.

Safety, Transparency, And Sustainability Are Key Priorities

When choosing partners to work with, safety, transparency, sustainability, and efficiency emerged as key priorities. 85% of respondents reported brand safety standards as important or very important when asked about their most desired adtech vendor features. Ease of use, managed service options, and transparency follow closely behind with 83% of study respondents selecting each as a top feature.

Increasingly, advertisers and marketers are focusing on environmental and social issues. 79% of respondents say they consider environmental and social issues when directing ad spend, and 47% say their current advertising strategy includes a focus on decreasing the carbon impact of advertising.

Advertisers Seek To Future-Proof

The results of this study make it clear that advertising and marketing leaders are thoughtfully approaching present challenges in order to future-proof and fully leverage any opportunities that may come their way.

Download the full study to learn more and then get in touch to discuss how we can help you optimize your advertising strategies!

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