In an Internet space overflowing with various creatives, creating advertising that will break through the information noise, be noticed by your target audience and generate income is not an easy task.
We are sharing a translation adapted to our reality of the study by GWI , a British company specializing in consumer behavior research, on “How to hack an advertising strategy and achieve success: a guide to media planning for more accurate targeting of advertising campaigns.”
Experts spoke about media consumption trends, analyzed existing targeting problems and ways to mitigate them, and explained how to stay in the audience’s field of vision and stand out from the competition.
Successful study and application!
How the study was conducted
To compete effectively in today’s world, you need a single accounting directors email lists source of reliable audience research to inform your decisions, and to understand how to engage the right market segments on the right advertising platforms and maximize your ROI.
This study was conducted among 960,000 Internet best paid screen recording tools users aged 16 to 64 years from 53 regions (some respondents completed a shortened mobile version of the survey, so sample sizes may vary).
Source
The surveys capture an active online market, but not trends for the overall population: many markets in Latin America, the Middle East and Africa, and Asia Pacific have low internet penetration rates, meaning the online market is younger, driven by urban dwellers who are more affluent and educated than the populations in these executive list areas as a whole.
GWI focuses on its ongoing global quarterly research, but also cites its monthly Zeitgeist research , which covers 12 regions, and GWI Kids, which surveyed 20,000 Internet users aged 8 to 15 across 18 regions.
So, let’s get to the heart of the matter.
Key Targeting Issues Today
In a crowded online space, creating advertising that will cut through the noise, be seen and understood by your target audience, and generate revenue is no easy task.
If you don’t know exactly who your target audience is, what channels they use, and what motivates them to buy, you’re throwing money away.
It’s a very expensive risk – research shows that nearly half of digital advertising spend is wasted.
For brands and agencies working together, inconsistent data or outdated sources equal inaccurate targeting.
The task is further complicated by changing trends in global media consumption:
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- Broadcast television still accounts for the majority of total broadcast time, but its reach is declining as connected television (CTV) and free, ad-supported streaming services grow in popularity;
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- Generation Z prefers to research a product on social networks rather than in search engines, and expects to receive even more personalized results. Due to this, the importance of social SEO promotion increases;
- Due to the lack of money, more and more people want to see discounts in advertising and are less concerned about the reliability of the business.