Customize without crossing the limits. More than half of consumers want ads relevant to their interests, but 56% are concerned that personalization will compromise their privacy.
Kantar has presented ” In Search of the Polar Star, “a study that analyzes the keys to, through measurement, achieve a total vision of the habits and behaviors of viewers on all platforms, devices, and environments, to understand who you are seeing and know how to activate audiences.
In this sense, Kantar points to the need to make the most of audience data so that brands reach their target audience and ensure that the measurement respects consumers’ privacy, complying with current data protection laws. A priority for the company and one of the significant concerns of the general public today.
Likewise, so-called addressable advertising is becoming increasingly important, which allows the target audience to be reached effectively, instead of annoying consumers with irrelevant or too frequent advertisements. However, achieving this requires pervasive data and turning devices and screens into people. For this, the audience measurement must answer the questions of what message to send, at what moment, and in what medium it must appear to be able to personalize later.
Relevance And Targeting
Therefore, relevance and targeting are critical for advertisers. It is only possible through the so-called cross-media measurement since it unifies the audience in all media and allows knowing the scope and return on investment of marketing campaigns. As accurately as possible.
However, in the current context of media fragmentation, Kantar points out that advertisers should not only look for short-term revenue, more typical of search engine campaigns or social networks, but a more excellent long-term vision is necessary, which is what television offers. This is where brands make the most of their value and differentiate themselves much better from the competition.