Beyond targeting, audience data is key to gaining insight that demystifies relevance for individual consumers
Optimized ads drive 78% lift in search intent and 65% lift in purchase intent
NEW YORK, Dec. 11, 2024 (GLOBE NEWSWIRE) — MAGNA, the media intelligence and investment unit within IPG Mediabrands, and Nexxen, a global, flexible advertising technology platform with deep expertise in data and advanced TV, today announced the release of a proprietary report – The Intersection of Audience Data + Creative Optimization: How to Drive Action on Streaming TV – that explored how audience data can make ads more relevant and inspire action. The research tested content from brand advertisers across multiple industry verticals including ecommerce, apparel and entertainment.
When it comes to advertising, targeting is often seen as the be-all and end-all. But a recent report by MAGNA and Nexxen suggests that audience data is just as important, if not more so, in gaining insight that demystifies relevance for individual consumers. By leveraging audience data, brands can create optimized ads that not only reach their target audience but also drive significant lifts in search intent and purchase intent.
The report found that optimized ads resulted in a 78% lift in search intent and a 65% lift in purchase intent. This demonstrates the power of using audience data to truly understand the needs and preferences of consumers, and tailor advertising accordingly. By combining audience data with creative optimization, brands can create ads that resonate with consumers on a deeper level, leading to increased engagement and ultimately, action.
The research tested content from brand advertisers across various industries, including ecommerce, apparel, and entertainment. This diverse range of verticals highlights the universality of the impact of audience data and creative optimization on advertising effectiveness. No matter the industry, understanding and leveraging audience data is key to driving action and achieving marketing objectives.
Overall, the report emphasizes the importance of moving beyond simple targeting and delving into the realm of audience data to truly make ads more relevant and inspire action. By harnessing the power of audience data and creative optimization, brands can create ads that not only reach their target audience but also drive significant lifts in search and purchase intent.
How will this affect me?
As a consumer, the use of audience data and creative optimization in advertising means that the ads you see are more likely to be relevant to your interests and preferences. This can lead to a more personalized and engaging advertising experience, ultimately influencing your purchasing decisions and driving you to take action.
How will this affect the world?
On a larger scale, the shift towards utilizing audience data and creative optimization in advertising has the potential to transform the way brands connect with consumers. By creating more relevant and targeted ads, brands can improve the overall effectiveness of their marketing efforts, leading to increased sales and brand loyalty. This has the potential to drive innovation and growth in the advertising industry as a whole, ultimately shaping the way brands engage with consumers in the digital age.
Conclusion
As the report by MAGNA and Nexxen highlights, beyond targeting, audience data is key to driving action and making ads more relevant for individual consumers. By leveraging audience data and creative optimization, brands can create ads that resonate with consumers on a deeper level, leading to increased search intent and purchase intent. This shift towards more personalized and engaging advertising has the potential to not only affect individual consumers but also the advertising industry as a whole, driving innovation and growth in the digital age.
