Digital advertising is at a crossroads. Marketers must overcome the challenge of reaching multi-channel consumers in more meaningful, relevant ways, rather than wasting ad spend on messages that simply don’t relate to consumer needs. This is certainly the case in Australia, where advertisers spent a record $5.9 billion (AUD) on digital advertising in 2015 in an effort to reach the country’s increasingly connected consumers.
Australian marketers are in search of a new paradigm for digital media. Addressable media, or people-based advertising, is fast emerging as the preferred solution.
Signal and Econsultancy surveyed 358 senior Australian brand marketers and agency media buyers to understand the impact and future of addressable media within their organizations. We discovered that advertisers – frustrated with traditional digital media – are increasingly turning to people-based advertising for higher-performance outcomes. Addressable media empowers advertisers to target real, known customers rather than cookies, and they are reaping the rewards through significantly higher conversions and more effective campaigns.
Take a closer look at how Australia is tapping into people-based advertising in our infographic below, or read the full study here.