Only 4% of UK marketers surveyed say behavioural data is key to ad effectiveness: study

GumGum, The Mindset Company™ transforming advertising, has released a groundbreaking new study that shows only 4% of UK marketers believe behavioural data is key to ad effectiveness, as the majority of brands turn to context and mood as levers of campaign impact.

The Marketers’ Take On Mindset: The 2026 Global Report surveyed over 2,000 marketers and offers a compelling snapshot of shifting opinions among decision-makers in the digital advertising sector, including over 500 UK marketing professionals. 

Over three-quarters of UK marketers now view either context (48%) or mood (28%) as having the greatest impact on ad effectiveness. These findings underscore just how far the industry has moved on from the days when behavioural advertising dominated. 

GumGum’s study also sheds light on the growing global momentum in the ad world behind mindset-driven targeting strategies. Rather than relying on behavioural data alone to reach consumers, mindset advertising analyses millions of signals – encompassing contextual, creative, device, environmental, behavioural, and more – to reach audiences based on their current frame of mind and drive in-the-moment relevance and emotional engagement.

GumGum’s new study found that mindset alignment is emerging as a priority for UK advertisers, who view it as key to unlocking audience growth and loyalty:

• 84% of UK marketers agree that mindset-aligned advertising outperforms content-matched advertising
• 96% say that mindset-matched ads are likely to engage people beyond a brand’s core target audience
• 61% list brand favourability as the strongest benefit of mindset-aligned advertising, followed by brand recall at 44%

Despite a widespread recognition of the impact of mindset advertising, the new report also uncovered a disconnect in how it is applied. Even with high levels of awareness and approval, mindset isn’t always making it to the media plan:

• 61% of UK marketers would still choose identity-based advertising over a mindset-based approach for a campaign launching next week
• 82% say their brand incorporates mindset considerations effectively or very effectively, yet only 40% say they always factor it into planning
• Globally (UK, US and Australia), the main barriers to adopting a mindset strategy include audience complexity (16%) and data access/quality (13%)

“This data reveals an intriguing gap between the enthusiasm that marketers have for mindset and their ability to leverage it as a live campaign tool,” says Jess Aylett, Head of Sales, UK & International at GumGum. “Clearly, there’s huge momentum behind mindset advertising and the industry recognises how powerful this approach can be. Our challenge now is to help marketers make it a core part of campaign planning.”

“GumGum’s The Marketers’ Take On Mindset: The 2026 Global Report does exactly that,” Jess Aylett continues. “Its purpose is to provide advertisers with a crib sheet on mindset advertising, and how to put it into practice for next-level performance and reach.”

The Marketers' Take On Mindset: 2026 Global Report is available to be viewed HERE.