North America leads the world in many things; obesity rates, moon landings, car ownership. But what about targeted ad spend? A new study of 350 senior marketings in North America shows how people based marketing is growing and the results speak to its effectiveness.
People-based advertising, also known as addressable media, is a bit of a buzzwordy term that essential means showing adverts to the exact people you want to see them, rather than just audience segments determined by demographics.
Technology has now advanced to the point where ads can be delivered on an individual basis. Advertisers can now buy audiences instead of programs. There is no need to forecast who will be watching. There is no need to experience the wasted reach associated with spot buying. The system determines audience composition in real time and then chooses the most appropriate ads. Each individual advertiser reaches only those households that qualify.
It's a very smart way to maximise your ad spend, but only 1 in 4 North American marketers said they were using it for over half their total digital ad budget.
However those that did use it reported a whopping 60% increase in click through rates on addressable media ads.
Take a look at the new infographic below from signal to discover more of the key trends in people based advertising
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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