IPG Study Finds Strong Link Between Ad Personalization And Effectiveness (mediapost.com)

A new study from Interpublic’s Magna and the IPG Media Lab reinforces the idea—embraced by the industry for a number of years now—that ad personalization is one of the best techniques to help brands deliver more relevant and effective ad experiences.

The study focused on three key ad categories—auto, retail and finance—and includes responses from more than 6,000 participants. Testing was conducted on two audience types: brand target demographics and high-value audiences based on people-based IDs created by precision targeting platform Kinesso. Six types of data sources for personalization were tested: demos, past purchases, location, life events, search terms and precision messages for high-value audiences.

The study found that most forms of ad personalization had some value and that higher levels of personalization were more effective at shifting difficult-to-move metrics.
more of the story at: https://www.mediapost.com/publications/article/356769/ipg-study-finds-strong-link-between-ad-personaliza.html

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