Personalization of advertising is the most relevant trend in recent years in digital.
Do relevant personalized messages help advertisers communicate with their audiences?
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The key findings of the MAGNA and IPG Media Lab study, The Pursuit of Relevance: All About Advertising Personalization:
The preference of the audience for personalization of communication depends on the category of goods and services The depth of personalization depends on the goals set.
A simple example is that video ads at the beginning of a video can increase customer intent by 5% by using more relevant personalized messages, and personalized ads based on major life events elicit an emotional response and encourage people to learn more about a brand (+16%) and are more likely to buy its products (+12%).
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Similarly, search-based advertising personalization works, with age-based targeting alone increasing brand preference by 8%.
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Personalization of communication allows you to increase the response from an advertising message by an average of 90% in terms of clickability of an advertising message.When personalization based on user interests, geolocation, search queries and behavioral targeting, brand knowledge increases on average (+10%) and the intention to purchase a product on average by 7% compared to communication without personalization.
- The preference of the audience for personalization of communication depends on the category of goods and services
- The depth of personalization depends on the goals
- Personalization of communication allows you to increase the response from an advertising message by an average of 90% in terms of clickability of an advertising message.
- With personalization based on user interests, geolocation, search queries and behavioral targeting, brand knowledge increases on average (+10%) and intent to purchase a product by an average of 7% compared to communication without personalization.