Big data. Big future. The next generation of advertising

Martech advancements are amplifying the opportunity to understand the behaviours, needs and preferences of consumers and convert into the right message in the right channel at the right time.

Analysing the vast amounts of data from various sources informs strategies to predict trends, personalise content and optimise campaign delivery in real time. The influence of AI technologies is unquestionable, but AI isn’t the only challenger to traditional digital media. For example, a new global study reveals that almost nine in 10 advertisers agree that gaming is ‘brand safe’ and of growing importance (86 per cent) with two in five planning to increase their spend on games advertising. 

Blockchain has the potential to transform the advertising ecosystem by ensuring transparency at every stage of the ad supply chain and facilitating consumer trust in an era of data breaches and cyber safety challenges. Increasingly stringent data regulations mean building trust with your target audience and investing in first-party data by providing personalised experiences, privacy-compliant sign-ups, subscriptions, and loyalty programs is critical.

Notably, as publishers start shifting to subscription models, many people are opting to pay for ad-free content or apply ad-blockers. Still, consumers are often likely to accept ads when they don’t have to pay to subscribe or can pay less. And if the ad content is appropriate to their interests, they’re more open to data collection for a better online experience – but only if that data is being used responsibly and collected on their terms. 

While the increasing role of attention planning media cannot be underestimated – research reveals that high-attention media platforms can boost the attention of strong creative campaigns by up to 75 per cent, while the business impact of marketing campaign investment increases by 65 per cent when strong creative is placed on high-attention media. And the fast growth of programmatic advertising – the automated buying and selling of digital ad space – is making ad buying more efficient and effective.

Our own research reveals that advertisers who get programmatic buys right can achieve 15 to 25 per cent efficiency with their online media spend. Many advertisers who regularly use programmatic buying do so because of its transparent pricing model and the fact that they can use third-party data to automatically target impressions and optimise them at the most efficient and effective impression level. 

Personalisation is also big business. As advertisers have access to more and better data than before and can use all of this to target the right consumers in the right way in their ‘demand moments’, identifying individual consumer needs and behaviours and proactively meeting them is key to growth – especially in a cost-of-living crisis. People want personalised experiences that are relevant and timely. It gives them a sense of control and reduces their perception of information overload. 

Unfortunately, while many companies have extremely rich CRM data, it sits in silos, rendered unable to work together to provide richer and more holistic insights. From generative AI to predictive modelling, using the right data analytics is key.

• Learn more about how big data in advertising can help you succeed by downloading Circana’s AdVentures in Advertising Outlook Report.

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