Understanding users preferences and needs to help deliver targeted ads to specific audiences, has topped the list of priorities for digital advertisers and publishers for 2015. The news comes from Marin Software, reported by eMarketer, when just over 50% said this was the approach it planned to take when creating advertising campaigns this year.
Marin Software’s research shows advertisers want to know more about users
Marin’s results aren’t an anomaly either. Similar research from Opera Mediaworks also concluded digital marketers intended to look more closely at app users. Thirty percent of those surveyed responded that targeting and personalisation was a priority for the coming year, topping the list and beating content optimization, and social media engagement. Interestingly, despite considerable attention and positive press, only 7% consider video advertising a priority for 2015.
Research from eXelate shows advertisers are increasingly using targeted ads on mobile
Research carried out by eMarketer shows marketing and advertising companies are paying more attention to mobile for audience targeting than previous years. In 2013, 61% used mobile to specifically target users, which grew to 75% in 2014. Tablets saw a similar level of growth, going from 57% in 2013 to 73% in 2014.
The findings published by eMarketer were echoed by data management company eXelate, which found in its own survey that 75% of advertisers were targeting specific groups of smartphone users with ads. It appears advertisers are now putting the same emphasis on mobile audience targeting as they have on desktop targeting. Both eMarketer and eXelate reported higher growth on mobile than desktop in this segment, and numbers approaching parity for 2015.