Brands Moving to Customize Online Ads

Nobody can deny that brands have embraced online advertising in a big way. For many marketers, this effort has to do with reaching brand ambassadors. And to multiply the reach of their investments, brands are hoping to connect to women because they still control the majority of daily spending for U.S. families.

Marketers are rolling out online ads and hoping women click on them. But a survey from Ask Your Target Market (AYTM) shows that 65% of consumers have no interest in clicking on online ads. For women, the rate is even higher. 70% are unlikely to click on these ads. The numbers are only slightly better for ads positioned in social media. About 60% of women say they are unlikely to click on Facebook ads.

But when women are asked about personalization, things change. At least 54% of women indicated that would click on an ad that was tailored to them. This is a measurable improvement over the high numbers of women who would not click on a standard ad.

The era of big data is making it easier for marketers to track consumer travels across the web. As this information is stored, marketers can access what consumers are viewing and buying and incorporate personalized messaging into their ads. A small improvement in click rates at this point can lead to bigger payoffs as brand ambassadors spread the news to their friends.

To learn more about Internet Display Ad Responders, check out theAudience Interests & Intent report available on the Research Store at ad​-ology​.com.

[Sources: Olenski, Steve. Why women are Most Powerful. Socialmediatoday​.com. 19 Mar. 2012. Web. 4 Oct. 2012; Ask Your Target Market​.com. Web. 4 Oct. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.