43% of US consumers want personalised digital ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 14, 2020, 5:32 PM UTC

Innovid surveyed 1,000 US adults on consumer preferences for personalized advertising during COVID-19.

Around 43% of US, consumers think it is important that the online ads be personalised and factor in consumer preferences, behaviour and location. Brands are however failing to address this, with an eMarketer report saying only 3% current provide true omnichannel personalisation.,

Around 30% of people said personalisation not only makes it more likely they will make purchases, a similar number also think it emboldens trust. Consumers prefer to see personalised ads on Social media (18%), digital video (17%) and CTV (17%) advertising over formats.

Mobile phones (34%) are the most efficient devices when it comes to driving personalised ad engagement, followed by desktops(33%). However, a separate study of 600 advertisers found that interactive ads on CTV produced an engagement rate almost six times higher than mobile, but the format remained under-utilized.

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