Even in a digital world, marketers are going back to their roots and using more people-based strategies — tactics that look to first- and third-party data grounded in a stable view of consumer identity. With an understanding of persistent, omnichannel, consumer identity, marketers can reach consumers in the places they engage and drive persistent targeting across a fragmented media landscape — while deploying well-understood audiences for more personalized campaigns.
Streaming media and ecommerce were major tipping points in the acceleration of digital channels. And consumers now have more control over digital experiences — determining where, when and how they consume which content, as well as governing more aspects of their buyer journeys.
Consumer-driven digital experiences raise the bar for marketers to foster the same level of relevancy and tailored content that have become the norm. For this to happen, people-based data and strategies must extend beyond offline channels and be integrated with digital to:
According to eMarketer, US marketers are growing digital advertising investments — with spend expected to exceed $190 billion this year. That’s a roughly 25% increase YoY, when growth was only about 14% in 2020. Retail is leading this revitalization — accounting for about a quarter of total spend — with financial services expected to spend more than $24 billion.
By connecting with consumers across touchpoints where they spend time, marketers can increase message reach, especially in engaging channels that offer opportunity to boost campaign performance.
To better understand consumers’ perceptions of and engagements with emerging media channels, in Dec. 2021, TransUnion commissioned The Harris Poll to conduct a consumer survey to gain insight into how streaming media was specifically growing in viewership and engagement.* The results of the survey revealed:
As expected with more active content viewing, streaming can also lead to more engaging advertising:
Adults are now spending close to eight hours with digital media daily — more time than many spend sleeping. Marketers wanting to engage with these omnichannel consumers require campaigns that extend across digital touchpoints, which increasingly means using precise consumer identity data.
Today’s marketer is not only expected to understand individuals but households and devices as well. People-based data helps keep a singular, holistic consumer view from fracturing.
First, marketers need to link offline identifiers to an expansive set of online IDs. To reach emerging channels, marketers need an identity graph partner covering people and the connected devices on which they engage. Grounding this coverage in people-based data allows devices to be more precisely resolved to individuals and homes compared to signal-grounded device graphs (see more on that here). With a precise foundation for identity resolution, marketers can reach intended targets. Devices also need to be resolved to most of the connected consumer population to drive advertising scale.
TransUnion’s survey revealed details about the prevalence of streaming media fragmentation, such as:
Many marketers can’t achieve scaled, precise and consistent campaigns because they can’t execute against a persistent view of identity across a fragmented media ecosystem. With an understanding of many identifiers, marketers are better positioned to translate offline tactics and identity across devices and channels, and the publishers and platforms that deliver content.
Rooting audiences in people-based data also allows marketers to ascribe consumer attributes more precisely for better segmentation and audience activation — though not every channel allows for an audience-first view. Unlike linear TV, which allows marketers to purchase advertising against a specific program, streaming and digital media offer more sophisticated audience targeting.
Likely because it’s capable of targeting more of the right people, streaming media advertising has proven especially effective in grabbing the attention of streaming and cable/satellite viewers under 55. The study noted:
Using a data partner to uncover new attributes helps marketers understand existing and new audiences across streaming and beyond to power use cases like:
Generating insights and audiences from a network of consumer identity rooted in offline data powers advanced audience targeting. TransUnion’s identity graph helps improve campaign effectiveness across channels and objectives by covering:
TransUnion enables marketers to succeed in targeting across digital channels and driving relevant campaigns via a deep understanding of consumers. To learn more, contact us using the form below.
*Survey conducted online in the US by The Harris Poll on behalf of TransUnion between Dec. 9–13, 2021; among 2,043 adults aged 18+ (among whom 1,878 watch TV). For complete survey methodology, including weighting variables and subgroup sample sizes, please contact David Blumberg at firstname.lastname@example.org.
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