81.5% of Marketers Say Mindset Aligned Ads Can Outperform Identity Based Targeting
NEW YORK--(BUSINESS WIRE)--GumGum, The Mindset Company™ transforming advertising, announced today the release of its Mindset Advertising Report, revealing that marketers increasingly see consumers’ mindsets as a critical factor in determining advertising relevance, even as many continue to rely on traditional identity-based audience targeting. The report, which surveyed over 2,000 marketers across key global markets, found that while the industry has largely embraced mindset as a principle, adoption as a methodology has yet to catch up.
Across the U.S., Australia, and the UK, the findings reveal a consistent pattern: mindset is winning the argument but has yet to change the plan
Mindset advertising by the numbers
GumGum’s research reveals where mindset is gaining ground and where adoption still lags:
- 81.5% of marketers agree that mindset aligned advertising can outperform identity based audience matching.
- 94.3% believe consumers outside a brand’s core audience will still engage when the messaging aligns with their mindset.
- 59.8% of U.S. marketers say they would still default to identity based advertising for their next campaign, the lowest rate among markets surveyed.
- 79.4% of U.S. marketers rate their brand’s mindset alignment as effective or very effective.
- U.S. marketers cite properly understanding their audience (16.6%), data access (10.0%) and resources (7.6%) as the leading barriers to implementing mindset advertising.
The findings arrive at a pivotal moment for the advertising industry. As AI tools make it easier to reach more people faster, whether those people are actually receptive has never mattered more. For brands and agencies still defaulting to identity-based planning, the research suggests that the gap between believing in mindset and building campaigns around it represents a significant missed opportunity.
“The data tells a clear story: marketers believe in mindset, but belief and execution are still two different things. Over 80% of marketers agree that mindset aligned advertising outperforms identity based targeting, yet the majority would still default to identity based planning for their next campaign. That gap is exactly what GumGum exists to close," says Marcus Startzel, CEO of GumGum.
The full Mindset Advertising Report can be viewed HERE.
About GumGum
GumGum is The Mindset Company™ transforming advertising. We deliver results by matching brands with people in the right mindset, in the moments that matter. Powered by the Mindset Graph™, our AI-driven data engine processes billions of real-time contextual, creative, environmental, and historical signals to match every ad with the most receptive audience. The result is advertising that drives meaningful outcomes for advertisers and publishers, and is more relevant for consumers. Founded in 2008 and headquartered in Santa Monica, GumGum operates in over 19 markets across North America, Europe, Japan, and Australia. Learn more at gumgum.com.
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