The Association of National Advertisers' just-released identity-based marketing report reveals a high trajectory for U.S. marketer spending on the practice. It also shows how most marketers currently are applying it. Asked where their identity targeting focus has been over the past 12 months, more than half the respondents to the study conducted by Winterberry Group said it fundamentally is being used to develop audience insights for segmenting and targeting consumers.
The next biggest application is in "email personalization," which shouldn't be surprising, given the fact that the study was originally developed by the DMA (Data & Marketing Association) and sponsored by Big Data and email management platforms.
Most of the rest of the responses have to do with refining media targeting and buying.
Asked where their identity targeting focus will be in the next 12 months, the industry respondents cited some incremental objectives, especially support of product development, personalization of websites, and addressable, OTT and connected TV.