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1、The Forgotten“W”(Where)Improves Media And CreativeOutcomesWhy Strategically Leveraging Location-Based Customer Understanding Is A Critical Differentiator For AdvertisersGet startedFORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY DAC|JANUARY 20252Key FindingsAdvertisers Must Understand A

2、nd Address Consumers More EffectivelyThe vast majority(84%)of global decision-makers from enterprise brands claim that they“put the customer first.”1 However,most consumers beg to differ.Just 26%of US online adults think that“companies do a good job understanding them as a person.”2 DAC commissioned

3、 Forrester Consulting to explore how organizations use customer understanding to inform audience targeting.From our survey of 257 B2C media and advertising decision-makers,we sought to understand the root causes of customer understanding challenges,as well as prove how localized audience targeting a

4、nd creative improves advertisings performance and consumers experiences with brands.Most advertisers view understanding“where”audiences are located as a tactic,not a strategy.But significant changes are needed,as current targeting strategies are disengaging customers.Connecting location-based target

5、ing insights with media and creative is no easy feat.Investing in tools and solutions to scale these capabilities at the local level will transform advertisingeffectiveness.Solving for signal loss will improve but not resolve targeting issues.Advertisers must improve their ability to collect custome

6、r data and reevaluate their methods for targeting.THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionOverview68%3Base:257 media and advertising decision-makersSource:A commissioned study conducted by Forrester Consulting on behalf of DAC,Se

7、ptember 2024The Negative Impact Of Customer Understanding On Audience Targeting EffectivenessThree in four respondents agree that their companies are less effective at targeting their audiences than they used to be.Why?Nearly all(98%)indicate that their targeting effectiveness has been negatively im

8、pacted by their current level of customer understanding,while two-thirds say they are facing a significant negative impact.Making matters worse,roughly two-thirds of respondents admit that their level of customer understanding is deteriorating.Persistent signal loss bodes ill for advertisers.More th

9、an three-fourths of B2C marketing executives are concerned or very concerned about the impacts of more-restrictive privacy laws,the rise of walled gardens,more browser and operating restrictions,and consumer dissatisfaction with audience targetings status quo on their marketing strategies.3 Audience

10、 Targeting Is Challenged By Limited Customer Understanding44%423%5Significant negative impact;my organizations current level of customer understanding significantly hampers its ability to reach customers.324%12%25%No negative impact;my organizations current level of customer understanding does not i

11、mpact its ability to reach customers.OverviewCurrent StateChallengesOpportunityConclusionTHE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESCurrent State4The Origins Of Customer Understanding ChallengesSolving For Signal Loss Will Improve But Not Resolve Audience Targeting IssuesSeventy-thre

12、e percent of respondents claim that their organization needs to improve its level of customer understanding for more effective targeting.However,solving for signal loss is not a panacea for audience targetings various constraints.For most respondents,customer understanding challenges go deeper than

13、recent signal loss,exacerbated by initiatives like app tracking authorization.Sixty-seven percent report that their challenges precede signal loss and that their organization has never had a deep level of customerunderstanding.While solving for signal loss will undoubtably improve customer understan

14、ding and audience targetings effectiveness,a deeper,more fundamental reevaluation of audience targeting strategies is needed to fully address this vexing issue.My organization currently faces challenges with customer understanding;these challenges precede the recent signal loss.My organization has n

15、ever had a deep level of customer understanding.My organization currently faces challenges with customer understanding;recent signal loss,including browser and operating system restrictions and privacy regulations,is most to blame.My organization does not face challenges with customer understanding.

16、67%31%2%THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionCurrent StateBase:257 media and advertising decision-makersSource:A commissioned study conducted by Forrester Consulting on behalf of DAC,September 20245Actions Being Taken To Impro

17、ve Customer Understanding TodayFocusing on Collecting More First-Party Data Alone Will Not Solve For Broken Audience Targeting StrategiesTo improve customer understanding,collecting more customer data to compensate for lost signals of intent remains critical.Seventy-one percent of US B2C marketing e

18、xecutives report that they have already collected more first-party data.4 Respondents from our survey indicate that their organizations continue to prioritize collecting more first-party data as a top focus.However,merely collecting more data to fill gaps wont solve for a broken audience targeting s

19、trategy.Advertisers must also reconsider their methods of audience targeting.Respondents report that this is also a top focus area for their organizations today.Increasing the collection of first-party dataLaunching a loyalty programReevaluating how we target customersCreating a new function respons

20、ible for customer understandingBringing media in-house48%41%40%38%36%THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionCurrent StateBase:257 media and advertising decision-makersNote:Showing top five selections.Source:A commissioned study

21、conducted by Forrester Consulting on behalf of DAC,September 20246Importance Rank Of Audience Targeting Strategy ElementsTargeting Strategies Prioritize“Who”The Audience Is But Gloss Over“Where”The Audience Is LocatedTo understand how advertisers need to change their targeting strategies,we first ne

22、ed to understand what their strategies look like today.Roughly two-thirds of respondents indicate that their audience targeting methods prioritize“who”the customer is,while just 39%say that understanding“where”the customer is located is apriority.Currently,location-based audience targeting methods a

23、re viewed as a tactic,rather than a strategy.Most respondents use some sort of location-based method today.For example,seven in 10 say that their organization uses designated market area(DMA)targeting,and 67%use ZIP code targeting.However,just 26%of respondents use location-based targeting insights

24、to inform their media and creative planning strategies.Base:257 media and advertising decision-makersSource:A commissioned study conducted by Forrester Consulting on behalf of DAC,September 2024Understanding who the customer isWho66%Understanding when to target a customerWhen39%Understanding the cus

25、tomers location and how this impacts their purchase behavior Where39%Understanding what to target a customer withWhat55%THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionChallenges7Top Challenges With Using Customer Location As Part Of Aud

26、ience Targeting EffortsConnecting Location-Based Audience Targeting With Media And Creative Is Much Easier Said Than DoneThirty-seven percent of global B2C marketing decision-makers say that driving decision-making with customer insights is one of their organizations biggest marketing execution chal

27、lenges today.5 In our survey,respondents indicate that their inability to connect location-based targeting insights with their broader advertising strategy(such as their media and creative planning processes)is the most significant roadblock for a wider,deeper use of location-based audience targetin

28、g.However,this is far from the only challenge respondents face;they also indicate that using location for audience targeting is too expensive,difficult to measure,and not scalable across their target market areas.Base:257 media and advertising decision-makersNote:Showing top five responses.Source:A

29、commissioned study conducted by Forrester Consulting on behalf of DAC,September 2024Inability to actualize insights(e.g.,with media planning/spending)Not scalableNot omnichannelToo expensiveDifficult to measure58%56%51%57%55%We define localization as“adapting advertising(media and creative)to a spec

30、ific location to improve its cultural resonance.”THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionChallenges8Most Significant Challenges With Audience Targeting Strategies Impacts Experienced As A Result Of Audience Targeting Challenges C

31、hange Is Needed Audience Targetings Status Quo Disengages CustomersIts safe to say that advertisers have a problem engaging consumers throughout the funnel.A mere 24%of US online adults rank their experiences with brands as“good”or“excellent.”6 Disconnected first-party data and poor audience targeti

32、ng strategies are to blame.Respondents report targeting inefficiencies,an inability to accurately measure advertisings effectiveness,and low levels of customer engagement.Alarmingly,these challenges are just the tip of the iceberg.Current targeting strategies are not only inefficient;they also dissu

33、ade customers.Respondents are most likely to indicate that they are experiencing poor levels of customer experience(CX),decreased brand reputation,and increased customer churn rates due to targeting challenges.Base:257 media and advertising decision-makersNote:Showing top three responses for each qu

34、estion.Source:A commissioned study conducted by Forrester Consulting on behalf of DAC,September 2024Poor customer experience49%Inefficient targeting 49%Decreased brand reputation 42%Lack of clear measurement43%Increased customer churn rates40%Low levels of engagement42%THE FORGOTTEN“W”(WHERE)IMPROVE

35、S MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionChallenges9Strategy With The Most Significant Impact On Improving Full-Funnel Effectiveness Localized Audience Targeting Strategies Unlock Full-Funnel EffectivenessThe good news is that most respondents(80%)realize that

36、 significant changes need to be made to their audience targeting strategies.Respondents indicate that deepening customer understanding and successfully scaling localized targeting across media and creative would significantly impact their organizations ability to improve full-funnel effectiveness.Im

37、proving customer understanding at the local level not only allows for more relevant brand experiences;it also allows advertisers to more thoroughly understand and improve the connectivity of journey touchpoints based on specific customer preferences and behavior.Base:257 media and advertising decisi

38、on-makersSource:A commissioned study conducted by Forrester Consulting on behalf of DAC,September 2024Deepening customer understandingMeasuring cross-channel halo effectsDeveloping more compelling creativeModeling the media mixLocalizing audience targetingInvesting in the upper funnel29%18%9%24%12%8

39、%THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionOpportunity10Problems That Must Be Solved To Improve Localized Audience TargetingAdvertisers Need Help Successfully Operationalizing Localized TargetingSynergizing location-related insight

40、s with media and creative strategies requires that organizations find the tools and solutions to scale at the local level.Whats more,they also need support to successfully make the business case for why localized targeting should be a vital component for improving their advertising effectiveness.In

41、addition,advertisers must have a wealth of first-party data and know how to quickly and effectively activate it across channels,devices,and formats.Fifty-five percent of B2C marketing decision-makers say that they are concerned about the quality of the first-party data they collect.7 Improving first

42、-party data collection and activation remains critical.Base:257 media and advertising decision-makersSource:A commissioned study conducted by Forrester Consulting on behalf of DAC,September 2024Finding a solution to scale localization capabilities across my organizationss addressable market areaUnde

43、rstanding how localized targeting can improve media and creativeImplementing/improving geotargeting capabilitiesFinding an omnichannel solutionFinding the expertise required for local targeting analysis(e.g.,cluster analysis)Understanding how to measure the effectiveness of localized targeting effor

44、ts63%58%48%43%42%35%THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionOpportunityOvercoming the challenges of applying location-related insights to media and creative strategies at scale is well worth the effort.Respondents expect their or

45、ganizations to reap significant or transformative benefits,such as more-effective audience targeting,improved return on advertising spend(ROAS),improved customer engagement,improved full-funnel connectivity,and better-informed media and creative planning and buying.Successfully Implementing Localize

46、d Audience Targeting At Scale Improves Business OutcomesExpected Benefits Of Successfully Executing A Localized Audience Targeting Strategy(Showing“significant benefit”or“transformative benefit”)Base:257 media and advertising decision-makersSource:A commissioned study conducted by Forrester Consulti

47、ng on behalf of DAC,September 202411More effective audience targetingImproved full-funnel connectivityImproved customer engagementImproved return on advertising spend(ROAS)Better-informed media planning/buying and creative80%80%75%75%73%73%64%64%63%63%OverviewCurrent StateChallengesOpportunityConclu

48、sionTHE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOpportunity12ConclusionLeaders have a significant opportunity to improve customers experiences with advertising by implementing localized media and creative targeting.Localized audience targeting,which prioritizes where as well as who co

49、nsumers are,solves for consumers dissatisfaction with audience targetings status quo.It engages consumers with relevant,compelling creative and serves the right message in the right place.Implementing and reaping the rewards of localized audience targeting is much easier said than done,however.Adver

50、tisers must work with service providers that have a track record of turning localized audience targeting into a critical lever of brandperformance.Localized audience targeting improves the health of campaigns and,more deeply,the health of brands.It demands distinctive and plentiful first-party data,

51、a strong strategy that ties location-related insights to media planning and creative execution,and a measurement framework that rewards location-based buying.Endnotes1 Source:Conditional Love:What It Really Takes To Keep Customers Faithful,Forrester Research,Inc.,June 3,20222 Ibid.3 Source:The State

52、 Of Data Deprecation,2024,Forrester Research,Inc.,May 7,20244 Ibid.5 Source:The CMOs Guide To An Enterprise Data Strategy,Forrester Research,Inc.,February 2,20236 Source:Conditional Love:What It Really Takes To Keep Customers Faithful,Forrester Research,Inc.,June 3,20227 Source:How To Collect Zero-A

53、nd First-Party Data Youll Actually Use,Forrester Research,Inc.,June 22,2023THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusionConclusion13ResourcesProject Team:Ben Anderson,Market Impact ConsultantContributing Research:Forresters B2C Market

54、ing Executives research groupRelated Forrester Research:The State Of Data Deprecation,2024,Forrester Research,Inc.,May 7,2024Ditch Data Dogma To Achieve Differentiation,Forrester Research,Inc.,June 7,2023The CMOs Guide To An Enterprise Data Strategy,Forrester Research,Inc.,February 2,2023Conditional

55、 Love:What It Really Takes To Keep Customers Faithful,Forrester Research,Inc.,June 3,2022THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusion14MethodologyThis Opportunity Snapshot was commissioned by DAC.To create this profile,Forrester Cons

56、ulting conducted an online survey of 257 media and advertising decision-makers at B2C organizations.The custom survey began and was completed in September 2024.Note:Percentages may not total 100 due to rounding.ABOUT FORRESTER CONSULTINGForrester provides independent and objective research-based con

57、sulting to help leaders deliver key outcomes.Fueled by our customer-obsessed research,Forresters seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact.For more information,visit Research,Inc.All rights reserved.Unau

58、thorized reproduction is strictly prohibited.Information is based on best available resources.Opinions reflect judgment at the time and are subject to change.Forrester,Technographics,Forrester Wave,and Total Economic Impact are trademarks of Forrester Research,Inc.All other trademarks are the proper

59、ty of their respective companies.E-60194DemographicsGEOGRAPHYUnited States 20%Canada20%United Kingdom20%Germany14%France14%Spain12%TITLEC-level12%Vice president31%Director56%INDUSTRYRetail21%E-commerce20%Home services20%Financial services/banking19%Automotive/automotive aftermarket19%COMPANY SIZE500 to 999 employees 32%1,000 to 4,999 employees33%5,000 to 19,999 employees21%20,000 or more employees15%THE FORGOTTEN“W”(WHERE)IMPROVES MEDIA AND CREATIVE OUTCOMESOverviewCurrent StateChallengesOpportunityConclusion