Digital advertising is at a crossroads, and marketers who embrace – and adapt to – a rapidly evolving media landscape are in the best position to engage customers and make the most of their ad budgets. This is certainly true in the U.S., where digital display advertising will reach $32.17 billion in 2016, a 19% increase from 2015.
North American 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 North American brand marketers and agency media buyers to understand the impact and future of addressable media within their organizations. We discovered that advertisers are ready to increase their investments in addressable media solutions that tie their advertising to real customers in real time, empowering them to target digital ads with more precision and relevancy. Ultimately, people-based advertising is a strategy for them to overcome the challenges of a cross-device world.
Take a closer look at how North America is tapping into people-based advertising in our infographic below, or download the full study here.