The Future of Targeting is Predictive
Digital marketers are actively seeking out more sophisticated targeting methods in mobile advertising according to a new study from AdTheorent.
The study explores how marketers currently use (and plan to use) big data to target consumers, the hurdles that marketers face with current targeting methods (including retargeting and behavioral targeting), and how marketers are addressing these challenges moving forward.
AdTheorent found that while marketers realize the future of mobile advertising lies in more sophisticated, data-driven targeting methods (such as predictive targeting), most have difficultly harnessing or managing the data available to realize the benefits.
Marketers often express interest in predictive targeting as a method to reach consumers in a more impactful and precise manner, but the majority acknowledged that they have yet to implement mature targeting solutions that harness the power of big data according to the AdTheorent study(conducted by Forrester).
With mobile advertising spend expected to grow at a 24.6 percent CAGR through 2019 (a threefold increase between 2014 and 2019), it's time for brands to get more sophisticated in their approach to targeting mobile consumers.