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Trend Time: The Future of Retail Marketing is Targeted Ads

Consumer relationships with retailers are evolving – and brand advertising in the digital space can cash in. That’s because targeted ads work. Today, 71% of consumers prefer to receive tailored ads from trusted brands vs. paying for ad blockers.

Meredith Cunningham Published: March 28, 2022

Consumer relationships with retailers are evolving – and brands advertising in the digital space could soon be cashing in, big time, because a new study shows that targeted ads work. Key findings include: 

  • 71% of consumers now prefer to receive tailored ads from brands they trust, instead of paying for ad blockers. 
  • 53% recognize sponsored ads on retail websites, in which 42% frequently click on these ads to make a purchase.

What makes targeted ads work so well?

Knowing the audience is key, and luckily, more consumers are willing to provide personalized data and preferences throughout the entire consumer journey in exchange for a tailored, hyper-relevant ad experience. 

For example, 81% of consumers have at least one registered digital account with a retailer, citing easy check-out, access to purchase history, and discounts and promotions as top benefits. 

As a result, 76% of retailers plan to use point-of-sale data frequently over the next year to connect consumer behavior to ad activity, which will help retailers create targeted ads that will resonate with their audience. But connecting all those dots can make it feel like you need a Ph.D. in analytics to make sense of it all. 

Thirty-two percent of brand marketers cite measuring business outcomes as their top challenge, followed by understanding the increased complexity of the customer journey, and optimizing cross-channel campaigns. 

TEGNA Attribution, which connects TV and streaming viewing habits with outcome metrics such as website and brick-and-mortar store location visits, can help with these challenges. 

This solution shows which messages are reaching and driving action among your target audience, so you can optimize campaigns and increase the effectiveness of your targeted ad spend.

Let TEGNA help your brand connect the dots and increase your bottom line as the future of retail evolves. Let’s Get in Touch

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