Data is the backbone of addressability and a valuable asset to marketers who hope to break through the noise. To be successful, marketers must connect online and o�ine 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 will beaccelerating their people-based media buys rapidly

2 out of 3advertisers

are increasing theirinvestment in

addressable media

of media buyers using addressable mediareported superior performance across their clientscompared to traditional display ads

media buyers reported people-based advertisingcomprises more than half of their digital spend

of advertisersdescribed their

first-party targetingresults as good or

excellent

of advertisers reportedimproved click-through rates

60% experiencedhigher conversion rates

of advertisers said the ability to onboard customer data for targeting is either vital or very important

3 in 5 advertisers said first-party datadrove stronger ROIs for their campaigns

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, North American advertisers can see better results and improved customer loyalty.

83%

92%

Media buyers and advertisers are keen on turning brands’ first-party data into greater advertising e�ciency, reduced waste and better customer experiences. Addressable media empowers marketers to overcome the challenge of cross-channel recognition, messaging and measurement.

The Power of Knowing

To learn more, please visit: www.signal.co/resources

All data based on People-Based Advertising: Evaluatingthe impact and future of addressable media

73%

63%

THE RISE OF

People-based

advertising

IN NORTH AMERICA

Signal and Econsultancy surveyed 350 senior North American marketers to understand the impact and future of addressable media, or people-based advertising within their organizations. This new approach to digital media lets advertisers target real people in real-time using first-party data, rather

than depending on unreliable cookies.