Overview and Scope
An audience intelligence platform refers to a technology or software solution that gathers, analyzes, and interprets data related to audience behavior, preferences, and engagement across various online and offline channels. It uses data and analytics to help businesses understand the target audience. The purpose of an audience intelligence platform is to empower organizations to make informed decisions in areas such as marketing, content creation, product development, and customer engagement.
Sizing and Forecast
The audience intelligence platform market size has grown exponentially in recent years. It will grow from $3.7 billion in 2023 to $4.46 billion in 2024 at a compound annual growth rate (CAGR) of 20.7%. The growth in the historic period can be attributed to igital transformation, shift to digital marketing, rise of social media, e-commerce boom, globalization of markets.
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Segmentation & Regional Insights
The audience intelligence platform market covered in this report is segmented –
1) By Type of Platform: Content Intelligence Platforms, Social Media Intelligence Platforms
2) By Deployment Type: On-Premise, Cloud
3) By Application: Government, Retail and E-Commerce, Healthcare and Life Sciences, BFSI (Banking, Financial Services, and Insurance), Transportation and Logistics, Telecom and IT (Information Technology), Manufacturing, Other Application
4) By End-user: B2B (Business-to-Business), B2C (Business-to-Consumer)
North America was the largest region in the audience intelligence platform market in 2023. The regions covered in the audience intelligence platform market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
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Major Driver Impacting Market Growth
The increasing demand for targeted advertising is expected to propel the growth of the audience intelligence platform market going forward. Targeted advertising refers to the practice of delivering advertisements to a specific audience based on various characteristics, such as demographics, interests, online behavior, location, or other targeting criteria. Targeted advertising relies on audience intelligence platforms to collect, analyze, and interpret data about individuals, enabling advertisers to precisely identify and reach their desired audience based on demographics, behaviors, and interests, thereby optimizing the effectiveness of their advertising campaigns. For instance, in January 2024, according to a survey of 1000 respondents by Adlucent LLC, a US-based internet marketing service provider, advertisements that are customized to their individual interests and purchasing patterns are preferred by 71% of respondents, while fewer ads that are relevant to their needs and interests are preferred by 75% of respondents. Therefore, the increasing demand for target advertising is driving the growth of the audience intelligence platform market.
Key Industry Players
Major companies operating in the audience intelligence platform market report are International Business Machines Corporation, Oracle Corporation, Salesforce.com Inc., Adobe Inc., Nielsen Holdings plc, SAS Institute Inc., Cision Ltd., Khoros LLC, Sprout Social Inc., Quantcast Corporation, Runtime Collective Limited, Talkwalker S. à. r.l., Meltwater News US Inc., Lithium Technologies LLC, Crimson Hexagon Inc., Synthesio Inc., Audiense Limited, SpotRight Inc., OnAudience.com, Codec.ai, Demographics Pro Inc., Helixa Inc., Lotame Solutions Inc., Zoomph Inc.
The audience intelligence platform market report table of contents includes:
1. Executive Summary
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