Audience-First Advertising: Adoption & Evolution
One of the most powerful currents in the evolution of advertising has been the desire to make consumer messaging feel as personal as possible. Even in the 1950s, when TV was delivering reach beyond most advertisers’ wildest dreams, the push for personalization was on. That’s what drove Lester Wunderman to write the rules for direct marketing, using data to personalize brands’ messages to their customers. The rise of digital advertising drove the push for personalization to new heights, fuelled by consumer behaviour data.