Perspective - The power of niche, personalisation 2.0

The AdNews end of year Perspectives, looking back at 2024 and forward to next year.

The key to marketing hasn’t changed in centuries. Reaching the right person at the right time, with the right message. The Romans knew it, which is why Gladiators are often cited as one of the first influencer marketers. 

Today our world, and in particular the media landscape, has become more fragmented. Our tribes are split so there are less obvious mainstream moments, like Charlene and Scott’s Neighbours’ wedding in the late 80’s. 

Now we congregate in smaller, more niche groups. But these can be more powerful for marketers, as loyalty often runs deeper, and are more likely to act as advocates if reached in an appropriate way. Automation is the catalyst for this trend to explode in 2025. 

Further fragmentation

Ad spend on Meta is set to overtake linear TV next year. Mainstream media is shifting in its definition. YouTube commands 75 minutes a day from online Australians, or 10% of TV viewing globally. 

Against this backdrop, the options for localising a message is increasing. The barrier to entry for BVOD is reducing, offering many local brands the chance to connect with people in their postcode area, on the main screen in the house. 

Hyper-relevance 

Niche marketing is not new. However the tools at our disposal to reach aggregated groups of niche audiences are. Targeting niche audiences with tailored content not only grabs attention, but can help to foster a stronger connection. 

Automated solutions (marketers’ techstack already likely to include Hivestack / Broadsign / Flashtalking / YouTube’s Director Mix) now provide brands the opportunities to run dynamic creative campaigns at scale. Through smaller segments, a greater variety of personalised messages can help foster connection, and are more likely to resonate, increasing the effectiveness of a campaign. 

We have grown weary of generic advertising. Glazing or scrolling on when messages feel anticipated. This feels even more true for seasoned niche audiences, highly discerning in their eye for content which matters to them. Niche audiences have unique demands, which can now be catered for en masse with tech improvements. 

Talent more important than ever

Despite the increased power of reach with tech solutions, conversely it’s the people and talent behind the scenes, which will become even more vital with these new processes. A platform is only as useful as those able to use it. Media and publisher reps to educate on the latest services will remain vital to harness the full potential of each new update. 

People powered automation is coming. Relationships remain the crux of any business. That’s especially true for service-led organisations. The work is more nuanced, and requires smarter thinking to get ahead, with cookie-cutter options available. How we engage with technology is changing, and we’re learning how to demonstrate and provide more value within a business setting. This is only going to be fueled further by this trend. 

Power of niche

Niche audiences may be smaller; yet what they lack in size, they can make up for in enthusiasm. Unearthing insights which relate to your audience is how brands can gain more attention and cut through the 10,000 plus messages which we’re exposed to on a daily basis. 

We’ve seen this at a franchise and multi-location level - when supporting nationwide brands with local area marketing, the campaigns that work best, rely on a local nuance or insight to help tell the brand’s story. 

AI technology is starting to hit its stride in the media and marketing space and it will offer marketing teams the ability to deliver more relevant campaigns at scale, while also delivering greater levels of reporting in the effectiveness of their efforts. Expect a supercharged ‘do more with less’ attitude into the coming year.