Brands Moving to Customize Online Ads

by | 2 minute read

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​-olo​gy​.com.

[Sources: Olen­s­ki, Steve. Why women are Most Pow­er­ful. Social​me​di​a​to​day​.com. 19 Mar. 2012. Web. 4 Oct. 2012; Ask Your Tar­get Mar​ket​.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.