Marketers Split on Future of Targeting - eMarketer
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Marketers Split on Future of Targeting

More and better targeting demanded, but what kind?

February 6, 2012

The importance of audience targeting is undeniable. In a PubMatic and DIGIDAYa survey of North American advertisers and agencies taken in March 2011, at least 70% of all respondent types indicated audience targeting was more important than conceptual targeting for their digital efforts.

Research from AT&T AdWorks conducted in September 2011 found a majority of marketers and agencies believe audience targeting will completely replace content targeting in the future. But at 60% vs. 40%, that view was far from universal.

US Marketers and Agencies Who Believe Audience-Targeted Ads Will Replace Content Targeting, Sep 2011 (% of respondents)

One thing advertisers do agree on: They want better targeting. They also believe various ad platforms will evolve to provide it. Those surveyed by AT&T overwhelmingly thought the top way mobile marketing would change in the coming years would be by allowing better targeting.

Ways that Mobile Marketing Will Evolve According to US Marketers and Agencies, Sep 2011 (% of respondents)

When the AT&T survey pool was asked about the changes interactive TV would bring to the TV ad marketplace, the second-leading response also rested on ad targeting, with 19% looking to purchase commercials based on audience behavior rather than programming.

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Check out today’s other articles, “Correlating Social Media Success with Marketer Usage” and “Students in Canada Want Retail Apps.”


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