Ad Personalization Can Be Creepy, But Not Too Creepy
The “creepy” factor in ad personalization reaches its apex when marketers target consumers with their own pictures, but works best and avoids waste when audiences see relevant ads. For instance, 18 to 24-year-old consumers using desktops who are targeted via financial data, but not with audio ads containing their names, is one possible way of interpreting an effective targeting mechanism from a recent LoopMe study.
In the Aug. 21 announcement by the mobile video platform provider about the research, Stephen Upstone, CEO of LoopMe, says:
“Personalization can benefit consumers, as long as it is done in the right way — through a sensible combination of personalized creative and delivery. Take older vs. younger audiences, for instance. You should still aim to serve the targeted ads to older age groups — but remember that what might be seen as a highly relevant ad experience for an 18-year-old could be deemed intrusive to a 55-year-old. Only with strong data — and thoughtful use of it — can marketers deliver great advertising experiences.”
As for the too-creepy ad personalization experiences, LoopMe heard from a third of marketers who thought using consumers’ own photos in ad creative topped the “most important to avoid” category. Runners-up were using a customer’s name in visual creative (24%) and using a customer’s name in audio creative (19%).
Eighteen- to 24-year-old consumers are deemed most likely like ad personalization, 69% of marketers agree. Most marketers (54%) think consumers provide the best data when using their desktop computers and that the most useful data they get from any device is financial (30%). Still, that data’s only useful for two years, marketers tell LoopMe.
But overall, marketers want to stay away from hyper ad personalization, they tell LoopMe, as “72% of marketers … agree there is a point at which personalized ads can become intrusive,” and that compromises a consumer’s ad experience. And consumers having a bad ad experience is bad for marketers.
Surprising in a study that found desktop data most useful, only 5% of marketers said cookies provided their information.
“In an era when data privacy is increasingly in the spotlight, data is more valuable than ever — so we need to ensure we are using it effectively. Up-to-date data means ads are more relevant and reduces waste. But even with many different data points to draw on, marketers should recognize that device IDs are imperative to knitting all that data together — to ensure that you reach the right person on the right device.”
What do you think, marketers?
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