The growth of the identity economy
The growth of the identity economy
Household spend: £100bn growth, 80% by identity categories
The missed opportunity
Growth in consumer
vs ad spend since 2015 (by largest
ad category)
[Source: Enders Analysis, ONS, Nielsen]
Identity
advertising conceptual model
Consumer spend related to identity
Status symbols
Passions
Shared interests
Emotionally relevant marketing
to groups
Contextual advertising
Sponsorship
Identity-targeted creative
Culturally relevant media
High-engagement YouTube channels
Magazines targeted at passions & groups
Identity-relevant TV, radio, podcasts
Online community sites & pages
Identity media
In advertising identity is more than ID
Explore the growth of the identity economy, household spending trends, missed opportunities in consumer versus ad spend, and a conceptual model for identity advertising. Understand the importance of identity in advertising beyond just IDs, encompassing status symbols, passions, shared interests, and emotionally relevant marketing strategies.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
The growth of the identity economy Household spend: 100bn growth, 80% by identity categories
The missed opportunity Growth in consumer vs ad spend since 2015 (by largest ad category) -11% Fashion 10% 6% Home and DIY 10% 24% Travel 24% -1% Cars 24% 8% Hobbies -2% 6% Home and DIY 10% -14% Charities 11% 28% Computers and gaming -18% -5% Fitness and sports 7% -24% Food (eating out) 14% 10% Arts 2% 9% Music (audio equipment) 11% 18% Gardening 17% -15% Pets 31% -30% -20% -10% 0% 10% 20% 30% 40% Growth in advertising spend Growth in consumer spend [Source: Enders Analysis, ONS, Nielsen]
Identity advertising conceptual model Consumer spend related to identity Status symbols Passions Shared interests Fashion Lifestyle Travel Sport & wellbeing Home Dining & entertainment Gadgets Charities Culturally relevant media Emotionally relevant marketing to groups High-engagement YouTube channels Magazines targeted at passions & groups Identity-relevant TV, radio, podcasts Online community sites & pages Contextual advertising Sponsorship Identity-targeted creative
