According to a study by Econsultancy/Signal, reported by eMarketer, 29% of senior advertisers in North America are familiar with people-based targeting and know the concept well, but the rest are foggy. But change in buying of people-based advertising is growing, acknowledges the report.
Familiarity With People-Based Targeting (Senior Advertisers in North America, February 2016)
% of Respondents
Know the concept well
Have general idea of what it is
Have heard term, but not clear on the concept
Source: Econsultancy/Signal, April 2016
Econsultancy and Signal asked respondents about their understanding of people-based targeting, a strategic discipline that targets ads at real people, rather than cookies across devices and channels.
21% of senior advertisers, says the report, said they have heard of people-based targeting and addressable media, but were not clear on the concepts. Additionally, 10% of respondents said they were not familiar with the terms.
Overall, both senior advertisers and media buyers say the change in the buying of people-based advertising, whether it’s their own buying or their clients’, is increasing, says the report. 22% of senior advertisers said it’s increasing quickly, and 45% of senior advertisers said it’s increasing, but slowly. Nearly a third of senior advertisers said there’ no change.
Use Of People Based Advertising By Clients Of Senior Media Buyers
% of Respondents
Loyalty & retention of customers
Upselling/cross selling existing customers
New customer acquisition
Reactivation of lapse customers
Source: Econsultancy/Signal, April 2016 “People-Based Advertising; Evaluating Impact and Future of Addressable Media”
According to the report, 48% of media buyers said the change in buying of people-based advertising is increasingly quickly, and 44% said it’s increasing slowly. Just 7% said there’s no change.
One-third of senior media buyers in North America said “for branding” when it comes to how clients use people-based advertising. And, 31% of respondents said their clients use it for loyalty and retention of existing customers.
Upselling existing customers and acquiring new ones where other ways in which clients use people-based advertising.
For more about this report from Econsultancy/Signal, please visit here: http://www.signal.co/press-releases/north-american-advertisers-increase-people-based-media-buys-improve-digital-advertising-results-cross-device-world/