Demand For Digital Audiences Varies By Industry Amid Strategy Shifts
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According to an end-of-year report by Experian Marketing Services, advertisers have shifted their usage of third-party consumer data to improve their audience targeting in the past few years, with key differences among industry verticals.
Those differences can be seen when contrasting the demand for audience types from the retail and consumer packaged goods (CPG) industry with that for financial services.
The pandemic led more retail and CPG advertisers to demand what Experian calls custom audiences, which grew from 73% of total audience buying in 2019 to more than 90% the subsequent two years. This year, it shifted downward to about 55%. (See audience definitions below.)
Those differences can be seen when contrasting the demand for audience types from the retail and consumer packaged goods (CPG) industry with that for financial services.
The pandemic led more retail and CPG advertisers to demand what Experian calls custom audiences, which grew from 73% of total audience buying in 2019 to more than 90% the subsequent two years. This year, it shifted downward to about 55%. (See audience definitions below.)
