The growth of the identity economy

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Presentation transcript:

The growth of the identity economy Household spend: £100bn growth, 80% by identity categories

The missed opportunity Growth in consumer vs ad spend since 2015 (by largest ad category) [Source: Enders Analysis, ONS, Nielsen]

Identity advertising conceptual model Consumer spend related to identity Status symbols Passions Shared interests Fashion Lifestyle Travel Sport & wellbeing Home Dining & entertainment Gadgets Charities Culturally relevant media High-engagement YouTube channels Magazines targeted at passions & groups Identity-relevant TV, radio, podcasts Online community sites & pages Emotionally relevant marketing to groups Contextual advertising Sponsorship Identity-targeted creative

Identity media

In advertising identity is more than ID