Advertisers Show Willingness to Pay More for Broader Audiences and Faster Campaigns
· 25h ago · Originally reported by Morningstar
A recent study reveals that most advertisers are open to paying higher prices if it means gaining access to a wider range of audience segments and quicker campaign activation. This suggests a growing demand for solutions that enhance targeting flexibility and speed in digital advertising.
Why it matters
Understanding advertiser preferences helps ad tech companies and publishers tailor their offerings, potentially leading to new products or pricing models that prioritize speed and audience diversity.
Explain it like I’m new here
Advertisers are willing to pay extra if it means they can pick from more types of people to show their ads to, and get their ads running faster—like paying for express shipping and more choices at a store.
Read the original at Morningstar
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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