Dive Brief:
- Signal and Econsultancy teamed up for research on people-based targeted advertising – also called addressable media – and found 83% of respondents reported the format was more successful than traditional display ads.
- Addressable media had 63% higher click through rates and 60% higher conversion rates compared to display ads, according to surveyed marketers and media buyers.
- Two-thirds of respondents reported increasing spending on addressable media, and 92% of media buyers said they will be increasing people-based media buys.
Dive Insight:
“People-based advertising removes the guesswork from digital media. When advertisers achieve the power of knowing who they are targeting, they can reduce wasted ad spend, show relevant messages to consumers, and ultimately improve return on ad investments,” Mike Sands, Signal CEO, told Marketing Dive.
The results of Signal and Econsultancy’s research is indicative of an ongoing trend of the last several years that has seen an emphasis on what has also been called customer-centric marketing.
The research underscored the importance of data. A majority (73%) of advertisers reported the ability to access customer data for targeting was very important or vital. This detail highlights another area of focus for marketers, who have put a premium on tactics like personalization and targeting based on data as granular as individuals' online behaviors and physical location.
"As brands and media buyers realize these benefits, it’s not surprising that they want to do more people-based marketing to reach customers with relevant experiences wherever they are," Sands said.
