Infographic: The rise of people-based advertisingby
Facebook first pioneered the idea of people-based advertising in 2014, when it launched its Atlas ad server to offer a richer understanding of its users to advertisers keen to improve their online targeting.
“We’ve entered a new marketing reality where marketers and advertisers are quickly shifting from a reliance on cookies to using the insights from real people and real actions to make business decisions,” was the official line at the time.
Two years on, and digital display advertising will reach $32.17 billion for 2016 in the US alone; a 19% increase from 2015. North American marketers are hungry for the “new paradigm” that real time, addressable media offers – and the idea of people-based advertising is fast emerging as the preferred solution.
Signal and Econsultancy surveyed 358 senior North American brand marketers and agency media buyers to understand the impact and future of people-based advertising within their organisations. Here are the results:
Chris is Editor of MyCustomer. He is a practiced editor, having worked as a copywriter for creative agency, Stranger Collective from 2009 to 2011 and subsequently as a journalist covering technology, marketing and customer service from 2011-2014 as editor of Business Cloud News. He joined MyCustomer in 2014.