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Political advertising has advanced significantly in recent decades. Historically, campaigns had limited options for where they could advertise, and those channels had limited inventory. Political campaigns primarily relied on radio, print, and linear TV to reach voters, using mass marketing strategies to appeal broadly to unspecified audiences. These mediums had limited targeting capabilities and provided few data insights. However, this has all changed thanks to the rise of technology and changing media consumption habits.
With the advent of the internet and the emergence of various digital channels, political campaigns now have more inventory and options for getting their message out there, including connected TV (CTV) —a subset of advanced TV that has become a predominant channel for digital ad spend. CTV is the fastest-growing medium for political ads, with the upcoming 2024 election expected to see $1.5 billion in CTV marketing ad spend (nearly half of all political digital advertising dollars!). CTV’s share of political ad spending is set to jump from 2.7% in 2020 to 12.8% this year. The Harris campaign is leading the charge, allocating $200 million for digital ads, much of which will go to streaming platforms.
CTV advertising promises to be an effective method for political campaigns trying to reach voters with personalized content in 2024. Let’s look at CTV political ads a little closer and overview the implications for your political campaign.
The growth of CTV in political advertising
CTV has become central to political ad strategies in helping campaigns gain exposure through targeted, personalized ad experiences to specific audience segments based on demographics, behaviors, and interests. With CTV advertising, political campaigns have become more adaptable to changing viewer preferences and can ensure their messages resonate with diverse audiences across digital platforms. This strategy represents a critical opportunity for political campaigns to tap into the growing viewership of streaming and adjust their marketing plans to meet voters where they spend their time.
Although traditional broadcast TV remains at the forefront of political advertising, recent increases in CTV political ad spending in 2024 reflect shifting media consumption preferences toward streaming services. Today, the average American adult spends almost 2 hours per day on CTV devices. It’s worth noting that CTV has the most significant audience share with Millennials, which makes CTV an especially worthy investment for targeting the younger generations whose voting habits aren’t as established yet.
2024 political ad spending
Compared to the previous U.S. presidential election year in 2020, campaigns and interest groups are expected to increase their political ad spending promoting causes and candidates by almost a third in 2024, totaling approximately $12.32 billion, according to Reuters. This is said to encompass all advertising for federal, state, and local politics, including lobbying and election activities.
While traditional media still dominates political ad spending, digital platforms are growing, with 45% of digital ad spending projected to be allocated to CTV for its refined targeting capabilities and increased inventory in this election cycle. For reference, only 19% of digital political ad spend went to CTV in 2020.
While the presidential election tends to garner the most attention among voters, it’s essential to note that political ad spending goes well beyond the big race; over 500 seats are up for election in 2024. Down-ballot races and issues in state and local elections will significantly impact where ad dollars are allocated.
Experian’s relevant ballot initiative audiences
If you’re looking to reach voters based on their attitudes and behaviors around crucial ballot measures, Experian offers over 240 politically relevant audiences that can help. Our consumer behavior and interest audiences can fine-tune your targeting for local and national ballot initiatives if, for example, you were targeting military families who favor initiatives supporting veterans or households with children interested in supporting school funding. This precise targeting ensures your political ads reach the most receptive audiences and maximizes the impact of your ad spend.
Third-party cookie deprecation and CTV
The phase-out of third-party cookies has created a challenge for political campaigns relying on digital advertising strategies. In the past, political advertisers have used cookies to track a user’s web activity to understand their browsing behaviors across sites and create detailed profiles for targeting purposes. However, due to recent changes in online privacy regulations, third-party cookies are going away.
Political advertisers have recognized the need for innovation and are exploring new avenues for effectively reaching target audiences without third-party cookies. CTV has arisen as a promising solution, as it doesn’t rely on these cookies to paint a picture of audiences and offers an alternative for precise, privacy-compliant targeting and ad spend optimization. CTV publishers tend to know quite a bit about audiences, including their viewing habits, location, preferred CTV devices, and more —and utilizing this information can give your campaign deeper, more accurate data without invading user privacy.
Benefits of CTV over traditional TV advertising for political campaigns
CTV political ads are a great way to familiarize a candidate’s core audiences with their message and engage them with the campaign. Here are some specific ways a political campaign can benefit from CTV in its advertising strategies.
Broadened access to data
Traditional broadcast and cable TV are a means of one-way communication. This means viewers consume broadcasted content without direct interaction or a feedback loop for tracking engagement and behavior data.
CTV solves the limitations of traditional TV by offering access to more data than linear TV using technology and internet connectivity to gather real-time insights. CTV data on audience interactions, preferences, demographics, behaviors, location, income, and more enable precise targeting and tailored messaging for more impactful campaigns. Furthermore, digital infrastructure enables CTV devices to track clicks, ad impressions, and conversions, which marketers can use to understand interests, viewing habits, and audience demographics more effectively. To sum it up, CTV broadens the scope of data available for political campaigns to refine their targeting.
Targeted, personalized ad experiences
With traditional TV advertising, marketers have historically had to rely on mass marketing strategies, broadcasting ads to a general audience and hoping to reach the right demographic segments. This imprecise approach limits a marketer’s control over who sees their ads and wastes time and money.
In contrast, CTV platforms can collect abundant data on viewer behavior, preferences, and demographics, helping advertisers precisely target audiences and reach groups most likely to benefit from the ads. With CTV, advertisers can segment audiences based on gender, age, interests, location, and past viewing behavior. This level of granularity enables them to customize their messages to resonate with specific people and increase the relevance and effectiveness of their political ad campaigns. By delivering ads to the right groups of people at the right time, CTV helps advertisers maximize campaign impact and drive better results.
It’s worth noting that streaming viewership is beginning to change. Although younger generations have engaged the most with CTV, there is research to show that older generations are starting to help fuel its continued growth. Gen X and Baby Boomers have begun to embrace streaming and seek out ad-supported services to ad-free alternatives. These gradual shifts in behavior highlight the importance of understanding streaming generations to reach target audiences effectively.
Real-time ad campaign optimization
While traditional TV relies on fixed ad placements, CTV offers programmatic buying, which refers to buying and selling ad placements on CTV through automated technology. Programmatic CTV advertising is highly data-driven, which gives advertisers flexibility in their messaging strategies, helps them refine their targeting, and deliver relevant ads to the right people at the right time. With real-time analytics, campaigns can monitor ad performance, adapt to changing circumstances, and make data-driven decisions to maximize advertising impact and budget efficiency leading up to the election.
Challenges and considerations for advertisers
Despite how widely beneficial CTV advertising can be for political campaigns, marketers also need to be aware of its limitations.
Navigating ad fraud
Ad fraud is a major problem for unsuspecting advertisers. CTV ad fraud involves fake CTV devices or bots mimicking viewership and cheating marketers into paying for unviewed or non-existent ad placements. According to DoubleVerify’s Global Insights, CTV bot fraud increased nearly 70% in 2022 compared to the previous year, with CTV fraud instances tripling since 2020. In 2023, digital ad fraud cost the marketing industry $84 billion. These ad fraud schemes are rising due to the high CPM of CTV ads, leading to a bigger payout for fraudsters who steal ad dollars.
One of the primary challenges is the need for better technological safeguards to detect and mitigate illegitimate traffic, such as bot activity. Political advertisers often rely on third-party ad fraud and verification technologies to avoid falling victim, but these solutions cannot guarantee complete protection. This usually leaves advertisers unaware of fraudulent activities until they’ve already incurred financial losses.
As political campaigns increasingly embrace CTV political ads, they become bigger targets for fraud and must make protection and measurement central to validating their campaign efficacy in conjunction with robust fraud detection measures. These efforts can help protect the integrity of political ad campaigns, mitigate fraud, and ensure messaging reaches genuine voters.
Ensuring ad effectiveness
Measurement and attribution of CTV political ads can be challenging. CTV offers better insights into audience preferences and behavior than linear TV, but despite the existing measurement tools, CTV is fragmented, involves many platforms, and lacks standardized metrics and attribution models tailored to political campaign goals. These problems make it hard to compare campaign performance, track CTV users across their viewing experience, and ensure ads appear in the right environments.
To fully understand your ad effectiveness, you should ensure accurate tracking mechanisms of audience behaviors with individual ads to assess the impact of CTV campaigns on voter engagement and turnout. This will help you better understand how to achieve campaign objectives, where to focus your efforts, and how to appeal to viewers in future campaigns.
It may also be helpful to understand some of the metrics advertisers currently employ for CTV measurement, including completion rate and return on ad spend (ROAS). Because CTV ads often can’t be skipped, this advertising strategy has a high completion rate, sometimes nearing 90%. ROAS is more focused on what you get in return for your ads, allowing you to track profits per dollar spent on ads. Political marketers can also use metrics like campaign impressions, total reach, view-through rate, and cost per completed view to understand how their ads are performing.
Ethical considerations related to transparency and misinformation
Political advertisers are responsible for upholding transparency and accuracy in their messaging to build trust with voters. Given how polarized the current political climate is, misinformation could make or break a political campaign. Whether intentional or unintentional, spreading misinformation through CTV can undermine the democratic process and erode public confidence in political institutions. Political marketers must do their best to prioritize ethical conduct, adhere to regulatory guidelines, and ensure their ads convey truthful information to voters.
Looking ahead: CTV in the 2024 elections
The current election cycle promises record-breaking political ad spending in 2024 and will underscore CTV’s role in shaping the future of political communication and engagement. With shifting viewer preferences and the ongoing evolution of digital media consumption habits, political campaigns need to look at CTV as a critical platform for voter engagement so they can allocate resources and shift their strategy to harness its full potential.
Using the targeted capabilities and expansive reach CTV advertising offers, political entities can optimize ad creative for the streaming environment, implement data-driven targeting strategies, and effectively connect with voters across diverse demographics and geographic regions.
Reach your ideal voters with Experian’s political audiences
Effective audience targeting is essential for political campaigns wanting to sway voters and shape public opinion in the next election. Don’t miss the opportunity to reach your ideal voters and make a lasting impact in the 2024 elections! With Experian’s political audiences, you can target voters based on their political affiliations, personas, and attitudes toward relevant ballot initiatives in your advanced TV advertising.
Experian offers a comprehensive range of political and geo-indexed audiences designed to help political campaigns and organizations connect with desired segments in a meaningful and impactful way. Our geo-indexed audiences can help you discover, segment, and craft messaging without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy.
Our syndicated audiences also span multiple verticals and categories. With over 240 politically relevant audience segments available for activation, you can confidently execute your political campaign marketing strategy with precision and impact. When you connect with our audience team, we can also help you build and activate an Experian audience on the platform of your choice.
Partner with us to reach your ideal voters and make a lasting impact in the 2024 elections.
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Brands are increasingly focused on offering personalized experiences while respecting consumer privacy. Addressability enables them to reach specific audiences with relevant messages, and personalization crafts unique content that aligns with each audience's interests and needs. By combining these strategies, brands can create more relevant and effective marketing campaigns. With new regulations and signal loss reshaping the landscape, alternative identifiers like the ID5 ID and The Trade Desk's Unified I.D. 2.0 (UID2) are gaining importance. These tools give advertisers a more holistic view of consumers across channels, enhancing personalization and addressability even as traditional third-party cookies lose relevance. To shed light on this topic, we interviewed experts from Audigent, Basis Technologies, CvE, ID5, MiQ and others. They shared insights on navigating privacy, utilizing new identifiers, and enhancing personalization with consent. Drawing from their perspectives, we've identified five considerations to help brands adapt and succeed in this evolving landscape. 1. Embrace a privacy-centric approach With the increasing focus on consumer data protection, prioritizing privacy in your addressability efforts is essential. Implement strict data guidelines to protect personally identifiable information (PII) and maintain compliance with state-specific regulations. To achieve this, empower consumers by providing clear and transparent choices about data sharing and honoring their preferences. Avoid targeting based on protected categories or sensitive information. By adopting a privacy-first mindset, you can build consumer trust while still delivering relevant advertising experiences. “It's important to champion consumer privacy and the free internet. We need to strike a balance between the two. This balance is essential for our jobs, the economy, news, politics, and all the valuable content and information we rely on.”Drew Stein, Audigent 2. Personalize with consent Consumers are more willing to share their information when they see clear benefits. In fact, over half of shoppers—and two-thirds of Gen X and Millennials—express a desire to receive holiday shopping deals directly from their preferred brands1. By offering value through loyalty programs, special offers, or interactive platforms, you can personalize experiences without compromising privacy. To implement this strategy, encourage consumers to share their preferences and needs by being transparent and giving them control over their data. This approach builds trust, empowers your audience, and enhances personalization. “Building personalization based on the data consumers have consented to share should lead to a positive experience that drives better engagement because it's relevant to them.” April Weeks, Basis Technologies 3. Personalize with contextual targeting Contextual targeting involves delivering ads based on the content users are currently engaging with rather than user identifiers. By focusing on personalization through contextual targeting and dynamic content, you can align your strategies with your audience's real needs and interests. This approach allows advertisers to reach consumers on websites with more visitors matching the demographics, behaviors, or interests they want to target. “Personalization absolutely can thrive. We have various solutions, all utilizing IDs for targeting and personalization. Beyond that, we can also personalize using context, geo-contextual data, and creative strategies.” Georgiana Haig, MiQ 4. Use alternative identifiers As advertisers move beyond third-party cookies, exploring alternative identifiers offers reliable means to connect with consumers. Options like email addresses or device IDs provide direct connections, improving targeting accuracy. Utilize identity graphs to link different signals and identifiers to establish strong ties to individual users or households. This approach maintains, and can even enhance, your ability to reach the right audience and measure campaign performance. “It's not just about maintaining addressability. It's about massively improving addressability. When we run tests with some of our clients, they're seeing 30, 40, 50, 60% incremental reach by using ID5 versus cookies.” Mathieu Roche, ID5 5. Build partnerships Navigating the complexities of addressability doesn't have to be a solo effort. Partnerships between brands, publishers, and tech providers can lead to innovative solutions that benefit everyone. Consider engaging in data partnerships to access new audience segments without maintaining extensive data. Collaborations focused on your tech stack can enhance your ability to deliver personalized content effectively and at scale. “The rise of second-party data partnerships is going to be an interesting trend over the next couple of years. And if you need mass scale across the world, I think that's a much more cost effective and scalable way to do it.” Paul Frampton, CvE Steering toward success The future of addressability and personalization hinges on your ability to adapt to the changing privacy landscape while delivering meaningful, personalized experiences. By focusing on these five key considerations, you can navigate the complexities of modern advertising, build stronger relationships with consumers, and drive sustainable growth. Connect with our addressability experts Footnote Online survey conducted in June, 2024 among n=1,000 U.S. adults 18+. Sample balanced to look like the general population on key demographics (age, gender, household income, ethnicity, and region). Latest posts
Originally appeared on VideoNuze Connected TV (CTV) is a leading platform in digital advertising, combining the precise targeting of digital ads with the broad reach and storytelling power of traditional TV. This creates an immersive experience that offers full-funnel marketing results. As consumer time spent watching CTV has doubled over the past five years and linear TV viewing patterns have shifted, advertisers now see CTV as essential for reaching and engaging audiences. Of those CTV users, viewers increasingly choose to watch content with ads. By 2025, free ad-supported streaming TV (FAST) viewers will increase to 49% of CTV users, further highlighting the opportunity for marketers to captivate audiences in ways standard digital display ads can't match. With the explosion of consumer time spent and advertising dollars following, making CTV more addressable and targeted requires a combination of identity and audience. Historically, the IP address has been the most popular way to target a household with a CTV (e.g., LG, Samsung, Vizio device) or streaming platform (e.g., Disney+, Paramount+, Roku, Amazon Prime, etc.). As IP addresses continue to fluctuate in terms of durability, consistency, and type, including the increased adoption of IPv6, we have seen a new incumbent enter the CTV ecosystem: Unified ID 2.0 (UID2). UID2 stands out as a particularly valuable tool for CTV advertisers. It provides a standardized way to identify and target users across CTV and traditional channels like display and mobile while respecting consumer privacy. Given that purchases might not occur on CTV, UID2's ability to link ad exposure on CTV to conversions on other devices is crucial for demonstrating a CTV campaign's true impact. Authenticated audiences are key to CTV's appeal A significant advantage of CTV is its high rate of logged-in, authenticated users. This provides marketers with reliable first-party data for targeting and measurement purposes. UID2 benefits from this since it's a universal identifier based primarily on first-party data, such as people’s email addresses and phone numbers. Authenticated viewers can also be connected across different devices, enabling marketers to understand the full customer journey, which helps attribute conversions more accurately to CTV ads. Key advantages of CTV for digital marketers Superior viewing experience: Larger screens and a captive audience watching high-quality on-demand content Authenticated users: Enables precise audience targeting, more personalized ad experiences, and enhanced cross-device attribution Value exchange: Viewers get cost-effective content with personalized ads, leading to higher engagement "Authenticated viewers and universal IDs like UID2 are revolutionizing CTV advertising, enabling the effective delivery of personalized content and ensuring strong engagement for marketers; Paramount is committed to optimizing across platforms and will continue to utilize tools and advancements that maximize reach for our partners and improve the user experience for our viewers."Travis Scoles, Executive Vice President, Paramount Advertising The role of universal IDs in CTV advertising Universal IDs, like UID2, play a critical role in CTV by ensuring consistent user identification across platforms while respecting privacy. Adoption of UID2 is gaining traction in the TV industry, with brands such as AMC Networks, Disney, Dish Media, FreeWheel, NBCUniversal, Roku, and Paramount integrating it into their digital advertising ecosystem. As authentication increases across traditional digital and mobile apps, especially CTV, universal IDs like UID2 enable cross-device and cross-channel identity strategies without cookies. This is especially important as traditional identifiers like third-party cookies and IP addresses face an uncertain future. Better understand and reach your audience with identity graphs For CTV ad spending to catch up to time spent with CTV, the industry must use these authenticated signals and universal IDs. Identity graphs, like Experian’s, integrate various identifiers (e.g., universal IDs, CTV IDs, IP addresses), allowing CTV platforms to understand relationships between households, individuals, and devices. This understanding enables: Publishers using universal IDs can make advertising on their platform more addressable, which will lead to higher demand. Marketers can achieve greater precision with cross-device targeting, cross-channel frequency management, and more holistic measurement since conversions often happen on non-CTV devices. Viewers receive a more personalized ad experience (without seeing the same ad repeatedly), which will increase engagement with a marketer's campaign. Watch our Ask the Expert video with The Trade Desk to deepen your knowledge on CTV advertising and UID2. Watch the video here Contact us Latest posts
In this article…The rise of omnichannel retailingData and identity-related retail marketing challengesStrategies to help you overcome retail marketing challengesExperian can help advance your retail marketing strategies The questions that keep retail marketers up at night have evolved significantly over the last decade. It wasn’t long ago that marketers would spend their time debating which highway to place their billboard on, whether or not their next TV commercial should be comical or heart-tugging, or even what the optimal time of day was to blast an email campaign to their entire customer list. In 2024, retail marketing has new challenges on the radar. The rise of omnichannel retailing The modern, digital-savvy customer expects a flawless and interconnected shopping experience across touchpoints — one of the many reasons omnichannel marketing is on the rise. Research shows that over half of B2C consumers engage with between three and five channels whenever they make a purchase. For businesses, omnichannel engagement is a lucrative opportunity; McKinsey reports that customers who engage across channels shop nearly twice as much as those using a single channel and usually spend more money. However, the rise in omnichannel engagement also presents several retail marketing challenges, such as the complexity of managing vast amounts of data and piecing together an accurate picture of consumer behavior. Data and identity-related retail marketing challenges Today’s data-driven environment has turned the retail marketing landscape on its head, and businesses have a whole new set of struggles that revolve around identity and data. We identified the top five retail marketing challenges and how to solve them. 1. Knowing what data to capture In the omnichannel era, online and offline data is abundant. When a customer shops at a physical store, they create data points like: What items they purchased What time they visited How long they were there When the same customer shops online, they create a whole new set of data points, such as: What device they used Which items they browsed but didn’t purchase How long they spent on specific pages The vast available data can overwhelm retailers and make it a challenge to determine which data points to prioritize. Start by identifying the challenge you’re addressing. By defining your problem, you can better decide which data is most relevant. For instance, if you’re optimizing the timing of incentives, analyze when customers shop most frequently and customize offers based on individual behavior patterns. How Experian’s Activity Feed can help Experian Activity Feed connects online and offline data to promote precise targeting and measurement across mobile, web, connected TV (CTV), and more. We provide addressable insights that work across all channels by integrating real-time device IDs, cookies, and IP addresses. Our case study with Cuebiq, found here, discusses how we used Activity Feed to deliver in-store lift analyses to Cuebiq’s clients. Because our impressive breadth of addressable data works across channels, we’re perfectly positioned to be your comprehensive identity solution, as we’re capable of addressing the entire U.S. population. With access to over 250 behavioral and demographic attributes per individual, our data fills in audience gaps to help you create a complete customer profile. 2. Understanding customer behavior The complexity of modern consumer behavior is growing, and one of the biggest retail marketing challenges is merging all this information into a single unified customer view. With consumers moving seamlessly between devices like tablets, mobile phones, and laptops, retailers face the grueling task of keeping up with their fragmented journey. For instance, a customer may spot a pair of shoes in-store, add them to their cart via mobile due to long cashier lines, and finish the purchase later from their laptop. However, if they cannot be recognized across these touchpoints, they may abandon the purchase out of frustration. Retailers need solutions that link offline customer relationship management (CRM) and purchase data with a customer's online activity, regardless of channel or device. This is where Experian identity resolution and Graph come into play. How Experian’s Graph and identity resolution can help Experian’s identity solutions help brands resolve disparate data by merging fragmented identifiers into a singular customer profile for a 360-degree view. We ensure each touchpoint is connected, whether the interaction happens online or offline, across mobile apps, or in-store. This enables retailers to recognize the same customer across various devices and enhances the customer experience by keeping items in their cart and personalizing their journey across platforms. With Experian’s identity graph, brands can further enrich these customer profiles with digital identifiers that span hashed emails (HEMs), cookies, mobile device IDs (MAIDs), IP addresses, universal IDs, and CTV IDs to create a more accurate, actionable view of consumer behavior. We rebuild the graph weekly, which ensures persistent and refreshed connections between households, individuals, and their devices. This ongoing linkage allows for precise targeting and measurement over time and aligns with privacy standards and compliance obligations. By organizing identity into households and device IDs and enriching them with marketing data, brands can gain deeper customer insights, addressability across devices, and the ability to measure the impact of their retail marketing strategies. 3. Building trust between consumers and your brand Trust is the foundation of online relationships, and consumers who trust your brand are likelier to share their data. To establish this trust, retailers must collect customer data transparently and respectfully. According to Experian data, 80% of consumers believe more transparency around the use of their information fosters greater trust in a business. Additionally, the same data revealed that 56% of companies plan to invest more in transparency initiatives, such as consumer education, clearer terms of communication, and consumer control over personal data. Experian’s commitment to data accuracy and transparency further strengthens this trust. Our data is ranked #1 in accuracy by Truthset, which means you can power smarter insights, targeting, and measurement using the highest-rated, most reliable data to build customer profiles. 4. Establishing customer loyalty with retail marketing Today’s consumer has many opportunities and choices available at their fingertips, which makes it harder for retailers to build and maintain customer loyalty. Signal loss and the rise of omnichannel media consumption have made it even more of a challenge to keep loyal customers. By using data and insights to interact with people more meaningfully, you can overcome these difficulties to provide a more personalized, relevant experience and establish loyalty. Experian’s new Digital Graph and Marketing Attributes solution makes it easier to do just that. Experian’s Digital Graph and Marketing Attributes solution Using our Digital Graph and Marketing Attributes, you can gain comprehensive insights into consumer behavior by combining offline and digital data through our Living Unit ID (LUID). Our Digital Graph provides robust digital identifiers like MAIDs, CTV IDs, HEMs, and universal IDs, while our Marketing Attributes offer detailed consumer insights spanning age, gender, purchase behaviors, and content consumption habits. With this data, you can create relevant messaging and informed audience segmentation to enhance your personalization and targeting efforts across all digital channels. Using our solution can help you deliver what customers need when they need it — like winter gear before a ski trip or swimwear before a beach vacation. These personalized experiences drive additional revenue and build lasting relationships that keep customers coming back, establishing a strong foundation of loyalty in an increasingly competitive market. 5. Finding your technology solution Retailers need to integrate technology to make their data actionable and use it to streamline the customer experience. They need to integrate data storage platforms with fulfillment and reporting solutions, such as email service providers, display networks, and marketing intelligence tools. Whether retailers are exploring the industry or gearing up to make a substantial investment in the right technology partner, it’s vital to ensure you evaluate potential partners equally and consistently. Experian works with major platforms, marketers, and agencies, meaning we have existing partnerships across the ecosystem for you to connect with that can bring your consumer data to life and meet your needs. Our offline and digital graphs are baked into partner integrations so customers can achieve higher match rates that improve addressability. Strategies to help you overcome retail marketing challenges When it comes to modern retail marketing, you’ll need to take a strategic approach to handle emerging challenges. Here are five retail trends of 2024 to consider integrating into your retail marketing strategy: Use predictive analytics: Data can be overwhelming, but you can analyze historical purchase patterns to capture and prioritize the most relevant data for your retail marketing efforts. Optimize omnichannel campaigns: Cross-channel data integration can help you ensure consistent messaging, provide a seamless experience, capture a unified view of customer interactions, and improve engagement. Personalize experiences with AI: Utilize AI data capture across touchpoints to create personalized recommendations and tailored experiences that resonate with individual customer preferences and behaviors. Adopt dynamic pricing: Use real-time data to adjust prices based on customer behavior and market conditions so your pricing strategies align with current demand and maximize revenue. Invest in customer experience tech: Virtual fitting rooms, augmented reality, and other advanced technologies allow customers to engage with your brand across platforms, which can improve their shopping experience. Utilize Experian’s retail media network (RMN) solution Experian’s solution for RMNs is another tool for overcoming retail marketing challenges. We empower RMNs to better understand their customers with unified views of online and offline behavior across channels and extend their reach across environments. Using our top-ranked identity and audience services, we can help RMNs access expanded customer insights, enhance cross-channel audience targeting, and improve real-time measurement and attribution to enable precise, streamlined, personalized omnichannel campaigns. Our solution’s integration with major platforms improves data match rates and addressability so retailers can overcome data fragmentation and optimize their retail marketing strategies. Experian can help advance your retail marketing strategies Experian can help retailers effectively use data and insights to interact with customers and prospects meaningfully. Our data and identity solutions help you deliver relevant, impactful messaging to ensure the customer who puts shoes in the cart at the store is the same customer who wants to finalize their transaction later that evening online. As the holiday season approaches, it’s time to refine your retail marketing strategies and connect authentically with shoppers. With over a billion consumers preparing to shop, Experian offers 19 new syndicated audiences available for activation across major ad platforms, including TV and programmatic, to help you reach the most relevant prospects. Whether you’re targeting discount seekers, last-minute gift-buyers, or frequent travelers, our audiences align with diverse shopping styles and preferences. Choosing the right audience segments aligns your holiday marketing efforts with consumer expectations and maximizes impact. With our tools, you can seamlessly connect with the same customer across various channels, whether they’re shopping in-store or online. Embrace the holiday season confidently, and let Experian help your retail marketing strategy shine. Get started with us today Latest posts