The article discusses the shift from outdated targeting techniques to the 'mindset era', where marketers focus on understanding consumers' real-time emotions and interests. With a significant percentage of consumers finding digital ads irrelevant, brands must leverage context, attention, and creativity by utilizing real-time data without cookie tracking. This new approach emphasizes integrating these elements to craft advertisements that resonate with users, as exemplified by technologies like GumGum's Mindset Graph, which harnesses data to align ads with the consumer mindset effectively.
Forget cookies and outdated targeting tricks - modern marketers are navigating the 'mindset era', where success hinges on deciphering the consumer mindset in real time.
66% of UK and US consumers say most digital ads they're exposed to aren't relevant to them, driving users to ad blockers.
Successful brands are pivoting towards the role of mindset in the user journey - understanding how consumers feel and what they're interested in, in the moments that matter.
To connect in the mindset era, brands need to pull three keys levers: context, attention and creative, which should be analyzed as a unified whole.
Collection
[
|
...
]