Compared to general ads, many consumers find personalized ads to be more engaging (54%), educational (52%), time-saving (49%) and memorable (45%), according to a Yahoo survey of 6,000 respondents aged 13-64. The study also found personalized ads to outperform those that aren’t personalized across a series of measures, with respondents also generally perceiving them to be relevant than non-personalized ads.
Personalized ads’ greater perceived relevance is important given a growing body of research indicating that consumers develop unfavorable attitudes in response to poorly targeted or irrelevant marketing messages. In fact, the Yahoo research found that few consumers find ads to be relevant: just 37% indicated that most of the ads they see while browsing the internet on their PC/laptop are relevant to them, and even fewer concurred with respect to the ads they see while browsing the internet on their smartphones (30%) or while in apps on their phones (27%). Read the rest at MarketingCharts.