Key extracts from the research findings include:
Personalized ads are more likely to capture consumers’ clicks than non-personalized ads.
- 39% of consumers indicate that they are more likely to click on an ad if it is personalized based on their tastes and interests
- Strong correlation between customer value and the desire for personalized ads - 58% of frequent shoppers are more likely to click on personalized ads than non-personalized ads. 50% of the biggest spenders indicate that they are more likely to click on personalized ads than on non-personalized ones, vs. 32% of the smallest spenders.
- 41% indicate that they will pay more attention to advertising if it is personalized based on their tastes and interests
- Direct correlation between the customer value and their interest in personalized ads: the bigger the spender, the greater the interest. For example, 49% of consumers who spent more than $250 online over the past six months are more likely to pay attention to personalized ads; of consumers who spent between $1-100, the number falls to 36%.
- A large majority of consumers are interested in personalized advertising distributed through their television (72%) or online (73%). The number of consumers interested in personalization on their mobile device is relatively low (35%).