New Study Says the More Personalized, the Better
When you travel around the internet, you come across ads that are somewhat personalized. You’ll see banners for sites you’ve previously visited and ads for stores in your neighborhood because advertisers know where you live. But how about an ad that responses to the weather at your location or your age?
Enter Eyeview. They’re a provider that specializes in highly-targeted video ads. Here’s a panel from a Target ad customized by gender and weather.
The ads begin the same but change to show the location of the nearest Target store and then an appropriate item. In this case, a short-sleeve Glee t-shirt for the sunny, Southern California girl, and a cozy, long-sleeve shirt for the guy in rainy Chicago.
In order to test the effectiveness of these ads, Knowledge Networks surveyed 400 online users, half who saw personalized ads for travel site Kayak, and half who saw regular ads. The results were pretty dramatic, but lets keep in mind that the study was released by an ad company who has a stake in personalized advertising.
“Those seeing the personalization notched a 100% improvement in level of favorability toward Kayak, a 37% jump in likelihood of visiting Kayak the next time travel is being planned online and a 73% increase in likelihood of recommending Kayak to a friend, colleague or relative”
40% of respondents said they liked the personalized ads. 12% said they didn’t like it. 40% said that watching an ad was a “fair price to pay for being able to watch online video for free.”
I don’t think anyone actually gets excited about seeing ads, but since few people are willing to pay for content, they’ve succumbed to the inevitability of ads attached to online video.
The trick, is getting people to actually pay attention. I’m guilty of cueing up a video then going to check my email while the “your video will start in 12 seconds” counter clicks down. A personalized ad has a much better chance of getting and keeping my attention and it’s more likely to stick with me when I’m done.
This is true for all forms of advertising, not just video. Whatever you can do to make an ad more personal is worth doing as long as you’ve got the time, money and tools to make it so.