61% of UK consumers are happy that businesses use their personal data to personalize their ads and offers.
Personalized specialist A Million Ads recently conducted a survey of global consumer and marketers to identify awareness and preferences for personalized advertising in collaboration with research firm Attest.
The results show that 77% are very or somewhat frustrated when they see and hear the exact same ad over and over again. In addition, 61% of UK respondents very or to some extent want advertisers to use their data to personalize their ads and offers if they want to keep their data anonymous for free. When asked about data points that they would be happy to share about personalized ads and offers, respondents said:
Preference / interest: 53%
Browsing behavior: 30%
Household income: 17%
More than half (56%) prefer or slightly prefer personalized ads related to the current context over standard general ads. In fact, 55% are very or somewhat more likely to buy a product or service after seeing or hearing a personalized ad. Netflix, Amazon, and Instagram were the top three companies listed as excellent in personalization.
Sixty-five percent of marketers surveyed found that personalization was a high-priority or very high-priority ad strategy, with half saying they used personalized ads to improve their engagement. In fact, the most successful industries for personalized advertising are listed as beauty (34%), entertainment (31%) and finance (26%).
Similarly, when asked about the strong or very strong rise in brand indicators seen by using dynamic and personalized creatives, brand awareness (74%), brand consideration (73%), and willingness to buy (73%). ) Is ranked high.
Steve Dunlop, CEO of A Million Ads, said: Beating the audience with repetitive messages is a tactic that should be entrusted to the past.
“Instead, brands need to harness the power of personalization through dynamic creatives that adapt to the real-time context of their target audience to increase relevance, engagement, and results. According to our research, it’s clear. The vast majority of consumers want personalized advertising, and if the value exchange is appropriate, brands are willing to share the information they need to make it happen.
“Today, large-scale personalization is more accessible, affordable and achievable than ever before. It’s time for brands to get paid.”
https://marketingtechnews.net/news/2021/jun/18/most-consumers-are-happy-for-advertisers-to-use-personal-data-to-personalise-adverts/ Consumers who are willing to personalize their ads with their personal data