The Top 3 personalisation opportunities most advertisers aren't capitalising on
1. Creative optimisation is as important as media optimisation
Media agencies and advertisers understand very well the importance of media optimisation to drive campaign effectiveness. Campaigns are often optimised relentlessly to squeeze out every last drop of performance. But according to research by Millward Brown, 50-75% of a digital campaign’s performance is based on the quality of the creative.
And yet, typically once the target audience has been carefully segmented and the individual behaviours and motivations of each segment are well understood, the same creative message is then delivered to everyone. Over and over again.
This is a big missed opportunity. In our experience, average campaign effectiveness gains of 30% are achievable as a result of a well executed creative personalisation strategy.
2. The top of the funnel is as important as the bottom
Personalisation efforts tend to be focussed on people who have visited our website, also known as “retargeting”. Repeatedly showing people the product they chose not to buy (or unfortunately in some cases, the product they did buy) is all too common.
But there are infinite signals that can be used to personalise messaging for people who are in the early stages of their journey. Perhaps they are aware of your brand but need convincing that you are worth researching further. Or perhaps they have identified a desire or need but haven’t yet been introduced to your brand. Creative personalisation can be highly effective at influencing these people too.
Signals such as demographics, online behaviours, location, or even day of week can be used to personalise a creative message to greatly increase the chances of pushing someone further down the sales funnel. Identifying the most effective signals and devising a strategy to adjust the creative based on those signals is the secret to effectiveness gains.
3. Personalise every touch point
Personalisation in digital display and across social media has been possible for some time, and technical advances have made this more accessible for advertisers. But there are huge opportunities for advertisers to join up their personalisation across channels like digital out of home (DOOH), video, and audio too. These are nascent opportunities with more barriers to entry. But these barriers only increase the opportunity for brands to steal a march on their competitors.
The ‘holy grail’ of personalised experiences that span every programmatic touch point is now within reach. It requires careful planning and a progressive roster of agencies working in collaboration, but it’s achievable. And the performance gains are worth the effort.
Are you ready to start capitalising on these opportunities?
Complete our 3 minute questionnaire and we will create a bespoke opportunity report for you which outlines how you can achieve average campaign effectiveness gains of 30% through advertising personalisation!
