Consumers enjoy when advertisers use personal information to personalize ads
Up to 61% of UK consumers are happy when businesses use their personal information to personalize ads and offers for them.
The personalization specialist A Million Ads, in collaboration with the research company Attest, recently carried out a global consumer and marketing study to determine perceptions and preferences in relation to personalized advertising.
The results showed that 77% are very or rather annoyed when they see or hear the same ad multiple times. In addition, 61% of UK respondents are very or more willing for advertisers to use their data to personalize ads and offers when content remains free and data remains anonymous. When asked which data points they would like to share for personalized ads and offers, respondents said:
Likes / interests: 53%
Surfing behavior: 30%
Household income: 17%
More than half (56%) prefer personalized ads that are relevant to their current context over standard, generic ads. In fact, 55% buy a product or service very or soon after seeing or hearing a personalized ad. Netflix, Amazon, and Instagram were the top three companies to be recognized in personalization.
65% of marketers surveyed said personalization is a high or very high priority for their advertising strategy, with half saying they use personalized advertising to get better engagement. In fact, beauty (34%), entertainment (31%), and finance (26%) were cited as the most successful industries with personalized advertising.
When asked which strong or very strong increase in brand metrics they saw using dynamic, personalized creatives, brand awareness (74%), brand consideration (73%), and purchase intent (73%) also ranked first.
Steve Dunlop, CEO of A Million Ads, said, “The advertising market has changed forever and requires advertisers to create a new respect-based relationship with consumers. Beating your audience with repetitive messages is a tactic that should be a thing of the past.
Instead, brands should harness the power of personalization through dynamic creative that adapts to the real-time context of their target audience to increase relevance, engagement and results. Our survey found that a clear majority of consumers want personalized ads and are willing to share the information brands need to achieve it – if the value exchange is right.
“Today, large-scale personalization is more accessible, affordable, and achievable than ever before. It is time for brands to reap the rewards. “