Innovoid is currently the leading independent analytics and advertising platform geared for television, and they recently made public their interesting findings of a very focused consumer study. Taking an up-close look at what consumers now prefer for personalized advertising during the pandemic, more than 1000 adults were polled online during July 2020.
After the results were in there were many elements learned about the “New Consumer”, as habits are changing daily regarding how people work, shop, spend time with friends, and respond to advertising online. One of the most valuable lessons learned from 2020 was about being consistently relevant to the times and ready to adapt to convey a personalized message.
Positive Revenue from Perseverance with Personalization:
43% of the customers that responded to the survey claimed it was very important to them that the online ads they encounter are personalized, targeting their interests, where they live, and behavior patterns. 31% said they would tend to show brands in the future more loyalty if they encountered the personal touch in their ads.
Even though the ability to quickly engage customers has seen improvement, many major brands still come short when it comes to delivering personalized messages that directly affect buying impulses. One of the experts that was looking over the results of these surveys claimed with insightfulness that COVID-19 has ramped up the need to be more personalized and that customers will directly shy away from brands who are trying to appeal to everyone simultaneously.
Not Surprising: Social Media for the Win
45% of those surveyed claimed that platforms such as Facebook and Twitter over the personalized touch they are seeking, compared to 20% on website, 15% on YouTube, and just 13% claiming connected TV. Audio ads sparked a very low interest, with just 2% of those surveyed saying they had paid attention to the medium or the message. As far as the devices that are driving the personalized ad engagement, 34% were on a mobile device, and 33 percent claimed laptop or desktop.
When a consumer finds their way to a social media platform, they are instantly much more willing to pay attention, and don’t experience the sensation of “being interrupted.” The psychological reaction that occurs when someone browsing the web clicks on the material they were led to is much more liable to make them a follower of the brand in question then just as a form of intermission, as it is on connected TV. Even with Facebook advertising that shows up in the news feed, much data mining has been done to target preferences such as sports interests, music taste, and even dating status.
In-Moment ads Spur and Hold Interest:
This particular survey revealed some very important fine points about timeliness and what needs to be understood to gain loyal followers and customers. 39% of those surveyed claimed that ads that “addressed the context of the moment” and noted their online activity and preferences were preferred. When they were asked what type of ads they would be most likely to click on if they were personalized, 41% claimed events that were interesting to them were at the top of the list.
It has long been known within the realm of social media marketing that you first find what products individuals are interested in and then provide offers on those products. More time at home has resulted in more consumers showing an eagerness to learn, as 21% said they are interested in education on current events and local businesses near to them. This came about once people were separated from each other and realized the traits they like most in their family and peers, many of whom may have a stake in local businesses themselves.
Which Genres do Customers Want to See Advertised?
When asked which industry consumers want to see personalized advertising involve, ¼ picked retail, 18% chose entertainment, 11% hospitality, 10% QSR, 6% automotive, 2% telecom, and 2% financial services. It was no surprise that familiar heavy hitters Apple, Nike, Target, and Kohls were leaders of the group.
It is now more necessary than ever to track metrics, have a message that is current, and come across as personalized, but there are still other hurdles that exist while looking at digital strategy. During the early days of the pandemic, there were some well-known companies that rolled out spots for the internet that was simply too broad regarding content. The “we are here for you” and “we know times are tough” angles had been chiseled away at with a drastic lack of creativity. One of the facets of current daily life that always resonates well in advertising is nostalgia, and people finding comfort in their classic games and movies. But once again, our experts on staff here at Farfetched Studios have closely tracked how some of these efforts have paid off massively for retailers and other entities, and some have not at all. Consumers have as of late found a new sense of independence even within their previous boundaries, and a close introspective look is required for ultimate branding success.