IPG Lab + Yahoo: Giving Consumers The Personalization They Want
New research study details consumer expectations of and reactions to personalized ad experiences.
Consumers are immersed in digital content and ads across a range of devices on a daily basis, creating a challenging and cluttered environment within which brands must try to stand out. Increasingly, personalization is emerging as the tool to help advertisers break through the noise and forge consumer connections. To help advertisers more effectively leverage personalization, we teamed with IPG Media Lab, the creative technology arm of IPG Mediabrands, to create “Going Deeper: What Consumers Really Want from Personalized Ads,” a study of how individuals react to and feel about ad experiences that are tailored to them.
For marketers looking to strike the right balances when serving consumers personalized ads, we identified four key areas of focus:
- Do mobile better – Consumers expectations for personalization are highest on mobile devices, particularly when it comes to delivering information quickly and geo-located.
- Understand consumer preferences – Consumers respond best to ads that are tailored to where they are and what they do online.
- Understand the dimensions that impact personalization – The younger the consumer, the stronger the desire for personalization, especially for big ticket purchases.
- Put personalization to work against KPIs – Advertisers that utilized personalization saw increases in overall favorability and purchase intent.
Interested in learning more? Be sure to read the full study. And if you’re ready to put personalization to work for your brand, contact your Yahoo Account Manager.
Download the Going Deeper Presentation Deck Here