Signal and Econsultancy surveyed 358 senior Australian marketers to understand the impact and future of addressable media, or people-based advertising, within their organizations.

1. Data is the backbone of addressability and a valuable asset
available to marketers who hope to break through the noise.
To be successful, marketers must connect online and offline
data and act upon this information with the help of trusted
technology partners.
Better Data Drives Addressability
Advertisers and media buyers are embracing addressable media
for good reason. Marketers who tap into people- based advertising
are seeing tremendous results and improvements to the
performance of their ad campaigns.
People-Based Performance is Real
1 in 4
% of media buyers said they and their clients are
increasing budgets for people-based media buys
of advertisers are spending
more of their ad budgets on
people-based media buys
% of media buyers using addressable media
reported superior performance across their clients
media buyers reported people-based advertising
comprises more than half of their digital spend
of advertisers
said addressable
media outperforms
standard display
3 out of 4 advertisers reported
improved click-through rates
65%65%
59% experienced
higher conversion rates
% of advertisers said the ability to onboard customer
data for targeting is either vital or very important
75% of advertisers said first-party data
drove stronger ROIs for their campaigns
78%
86
92
THE RISE OF
IN AUSTRALIA
People-based advertising
As marketers realize they are sitting on a gold mine of information
about their customers, both media buyers and advertisers are
keen on turning that first-party data into greater advertising
efficiency, reduced waste and better customer experiences.
The Power of Knowing
Signal and Econsultancy surveyed 358 senior Australian marketers
to understand the impact and future of addressable media, or
people-based advertising, within their organizations.
To learn more, please visit: www.signal.co/au/resources
All data based on People-Based Advertising: Evaluating
the impact and future of addressable media
41% of advertisers plan
to do so rapidly
IN AUSTRALIA
While Facebook Custom Audiences has whetted the industry’s appetite for addressable
media, brands and agencies now want to extend this successful approach across the
Internet on the many other news and information sites where their customers go.
People-based or addressable media is the marketing strategy of the future, and one that
will help advertisers spark meaningful interactions and one-on-one engagement with
customers who are in the mindset to make a purchase. By leveraging the right
technologies and approaches to targeting with first-party data, Australian advertisers
can see better results and improved customer loyalty.