Category
Lifestyle
Assisted Choices
Trend cluster
Category
Hyper-Targeted
Campaign
Brands call out specific consumers preferences for individual appeal.
3.7
Trend score
Trend
What is the Hyper-Targeted Campaign trend?
Hyper-Targeted Campaign: As brands continue to prioritize personalization in their marketing tactics, we’re seeing brands take things a step further with hyper-targeted ads that call out specific consumer habits. Using data-driven information and location-based technology, brands are calling out individuals through social platforms as a way to connect with them on a more personal level. Moving away from "mass appeal", brands are willing to reference individual consumers as a means to create a more authentic, relatable message.
Trend themes
Themes within the Hyper-Targeted Campaign trend
Three behaviours holding the trend together01
Hyper-Personalization
Brands are using data-driven information to create hyper-targeted ads that resonate with individuals.
02
Location-Targeting
Ads are being specifically tailored based on a person's location and landmarks around them.
03
Data-Driven Advertising
Marketing campaigns are using consumer data to create more personalized and engaging ads.
Industry implications
What the Hyper-Targeted Campaign trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Trends in hyper-personalization and data-driven advertising are disrupting this industry.
For
Technology
Companies are using geo-targeting ads and location-based technology to reach consumers in innovative ways.
For
Fashion and Footwear
The use of hyper-targeted billboards and influencer marketing in the promotion of new products is disrupting traditional marketing techniques.
Workshop question
How can your brand make your consumers feel noticed and appreciated?
Trend signals
Trend signals for Hyper-Targeted Campaign
Trend score 3.7 out of 10, from popularity 54%, activity 50%, freshness 8%.
Popularity54%
Activity50%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Hyper-Targeted Campaign trend
4 featured examples from Oct 18, 2017 to Jul 3, 2018CategoryArt & Design
Data-Driven Music Billboards
Spotify's Outdoor Billboard Ads Call Out Specific User Habits
Marketing and advertising have the potential to use consumer data in innovative ways to build stronger relationships between brands and their customers.
CategoryFashion
Hyper-Targeted Footwear Billboards
adidas Originals' Personalized Ads Speak to Specific Consumers
Opportunities to leverage personalized billboards and engage consumers in a more targeted way.
CategoryMarketing
Individually Targeted Billboard Ads
Picadilly Lights Changes Ads Based on the People Passing By
The advancements in targeting and customization technologies offer disruptive innovation opportunities for advertisers to create personalized and relevant ad campaigns that resona…
CategoryLifestyle
Location-Targeted Bus Ads
Google is Using Geo-Targeted Digital Ads to Promote Its Pixel 2
Geo-targeting is the missing piece in the evolution of traditional outdoor advertising.
