The digital advertising landscape has undergone a seismic shift in recent years. Privacy-conscious consumers, transformative regulations, and emerging technologies are converging to redefine how addressability — the ability to accurately reach a specific audience — functions in this new era. Addressability is a cornerstone of digital advertising, and its evolution presents both challenges and opportunities for publishers and advertisers alike.
The need for enhancing addressability is driven by a complex set of factors. More consumers are opting out of data sharing or disabling cookie-tracking, leading to a drastic reduction in the reach of traditional programmatic advertising. Nearly 70 percent of consumers are now unreachable through these conventional methods, creating an ‘addressability gap’ that publishers and advertisers are eager to bridge. The landscape is further complicated by privacy regulations such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), which mandate solutions that balance user privacy with advertisers’ needs.
Contributing to this intricate mix is the growing shift toward video and connected TV (CTV). These platforms have long operated in a cookie-less environment and are witnessing rising demand due to their engaging nature and broad reach. However, the attractiveness of these mediums to advertisers hinges on effective addressability, highlighting the urgent need for innovative audience identification and targeting methods.
The emergence of data enablers and collaborative initiatives
Data enablers like Experian are stepping up to meet this need. These companies are providing robust, privacy-compliant data resources to improve addressability. Experian’s unique approach to identification, the Living Unit ID (LUID), is a key tool in bridging the current gap in reach.
How Experian and Microsoft Advertising are redefining addressability
We recently expanded our collaboration with Microsoft, to make our extensive data resources available through Microsoft Advertising’s data marketplace. This collaborative initiative represents a significant move, offering a compelling model of how data enablers and buy-side and sell-side platforms can work together to redefine addressability.
The benefits of this arrangement extend to all stakeholders in the ecosystem. Advertisers using Microsoft Invest can now access Experian’s audience data. This not only enhances the granularity of their audience targeting but also broadens the reach of their campaigns. Experian’s identity spine also serves as a robust framework to extend the value and reach of advertisers’ first-party data.
For publishers, the accessibility of Experian data on Microsoft Advertising’s data marketplace opens the door to greater addressability in their inventory, enabling them to offer advertisers more addressable impressions. This then amplifies the value of their inventory, potentially increasing their overall yield. For advertisers, this integration facilitates access to highly relevant audiences while simplifying campaign setup and respecting user privacy.
We can help you carve a new path toward addressability
In the ever-evolving landscape of digital advertising, such collaborative efforts are becoming critical to ensure that advertising remains effective for brands, profitable for publishers, and respectful of consumer privacy. This model of cooperation and innovation is essential to navigate the challenges of a privacy-centric, cookie-less world and unlock the true potential of every media channel.
With collaborative initiatives and innovative solutions, the industry is set to transform these challenges into opportunities, carving a new path toward addressability that respects privacy and delivers value for all stakeholders. Connect with us to learn more about how you can access our data in Microsoft Advertising’s data marketplace.
To learn more about our partner Microsoft Advertising, visit their website.
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With online video viewing at an all-time high and television networks and system providers increasingly making video content available to those who don’t pay for television, many are wondering if we’re on the cusp of a massive spike in cord-cutting numbers. In our recent Cross-Device Video Analysis, Experian Marketing Services found that that 7.3 percent of all U.S. homes are cord-cutters, meaning they have high-speed Internet but don’t pay for TV. And the pace is increasing. In the last year alone, one million more homes joined the cord-cutter ranks bringing the total to 8.6 million households. It should come as little surprise that cord-cutting is on the rise. As we reported in our video viewing habits post, 57 percent of all American adults and 75 percent of Millennials now watch some sort of digital video during a typical week with the smartphone being the most commonly used device for watching video either streamed or downloaded from the Internet. Consumers thinking about cutting the cord will find an industry increasingly working to remove barriers that typically stand between cord-cutters and programming from their favorite networks — in exchange for a small fee. For instance, CBS recently announced the launch of CBS All Access, a digital subscription service that provides live and on demand viewing of CBS programming. And Dish Network launched Sling TV, an over-the-top pay service that allows cord-cutters to stream live and recorded programming from networks like ESPN, Univision, CNN, HGTV and more. With HBO announcing an April launch of their digital-only streaming service, HBO Now, March may be the last month that many pay for cable or satellite. If the cord-cutting ranks are, in fact, about to swell, a common question is: by how much? Experian Marketing Services estimates that there are currently 13.8 million Americans — representing 5.6 million homes — who are prime to cut the cord. Many of those individuals already have one foot out the door, if you will, given that they are more likely than average to say that they watch less television today because of the Internet. They are also more likely to watch HBO and be fans of at least one major professional sport making them good targets for Sling TV and HBO Now. Given that many cord-cutters already pay for Netflix and/or Hulu Plus, the net savings to those on the fence may be smaller than they think once they add up the costs they’ll assume from piecing together, à la carte, the various subscriptions and downloads required to keep watching their favorite programs. Whether or not we’re on the cusp of a major spike in cord-cutting, the fact is that consumers are increasingly getting their video content from digital sources and marketers need to understand where, how, when and what consumers are watching to ensure that their video campaigns are optimized for today’s digital consumer. For more information about cord-cutters and cross-device video consumption, including consumer receptivity to digital video advertising, download the Cross-Device Video Analysis.
Advertising Age recently released their annual Marketing Fact Pack, featuring data from Experian Marketing Services that looks at habits of digital consumers. This post highlights some of these findings. In the 2015 AdAge Marketing Fact Pack, we featured stats on key marketing and consumer trends impacting the advertising industry. Highlights include the lifestyle of the digitally connected consumer, including the habits of smartphone and television users, household and personal use of smart devices and the choice between becoming a cord-cutter and staying connected. An estimated 7.3 percent of U.S. households (8.6 million homes) today are considered “cord-cutters,” meaning they have high speed Internet but no cable or satellite television service. That number is up from 4.5 percent of households (5.1 million homes) in 2010, a comparative increase of 60 percent. Despite the growing number of consumers who use digital devices to watch video (as opposed to viewing on a television), it has not been enough to overwhelmingly convince all households to cut the cord. Instead, it seems as if the ability to stream or download video directly to the television is what ultimately seals the deal. As streaming devices like Roku, Apple TV, Amazon Fire TV and Google Chromecast become more common and as televisions themselves are increasingly connected to the Internet directly, we can only expect the number of cord-cutters to grow. To learn more about video viewing behaviors to improve your strategies for reaching digital consumers, register to join our upcoming webinar Online video: engaging consumers in a multi-screen world.
The next generation of mothers have emerged and they are under more pressure than ever before. In addition to balancing work and family life, moms have the added stress of making sure they are keeping their children safe in our digital-focused society. Moms today have access to a myriad of online information including communities where members can address everything from the elimination of processed foods from their family’s diet to whether or not to vaccinate their children. In a recent in-depth analysis, Experian Marketing Services identified five distinct segments of moms and revealed their attitudes, behaviors, motivations and media and consumer preferences. With these insights, marketers can effectively target and engage each segment with more personalized messages. Striving Moms – This segment accounts for 27 percent of moms. They are predominantly young, diverse, often single women who have confidence and aspirations of success. Fast facts: They commonly view money as the best measure of success They are more likely to have kids under the age of five They are tech-savvy and the segment most likely to say they need to be connected to the Internet from the minute they wake up until the moment they go to sleep They have a keen sense of fashion and are tuned in to current styles and consumer trends Conventional Moms – This segment accounts for 20 percent of moms. Although most of them have full-time jobs, family still comes first and faith plays an important role in their life. Fast facts: They are the most likely to drive an SUV or mini-van While discretionary income is plentiful, they have little interest in shopping They are active on social media; they like to post photos, write product reviews and read articles shared by friends They often turn to prepared foods or simple recipes to put food on the table due to their busy schedules Alpha Moms – This segment accounts for 19 percent of moms. They are high octane lean-in moms, early adopters and trendsetters with full-time jobs and packed calendars. Fast facts: They wear designer clothes, drive the latest model car or SUV and have the latest electronics They will do whatever it takes to keep a youthful appearance The environment is important is to them, and they are supporters of the arts They are heavy users of social media and leverage it to interact with brands and share opinions Modest Moms – This segment accounts for 16 percent of moms. Like conventional moms, they are family and faith-oriented but they have more modest means and prefer a simple life. Fast facts: They prefer to indulge their kids with the funds they have rather than buy shiny new gadgets Family and faith are the most important things to them Nearly one-third are stay-at-home mothers Their main source of entertainment is watching television They are heavy users of social media and leverage it to interact with brands and share opinions Maverick Moms – This segment accounts for 18 percent of moms. They are independent trailblazers who are not afraid to make unconventional life choices. Fast facts: They are environmentally conscious, spiritual and prefer to buy organic and natural products While they are the most likely to be stay-at-home moms, they are also the most likely to own their own business They lead uncomplicated lives and use technology and social media with caution They prefer to postpone purchases for special occasions and have no trouble saying no to their kids Want more insights? Check out The Mom Report for deeper insights into the attitudes, behaviors, motivations and media and preferences of these five types of moms. You’ll discover tips to help target your best customers and craft messaging and offers that are sure to resonate.