Monday, 9 February 2009

Personalised adverts attract higher conversions

A report by Media Post covers some recent research in the US which indicates that 39% of consumers  are more likely to click on a web advert if it is personalised, while that number rises to 58% among those who shop online at least several times a month. The survey also says that the bigger the spender, the greater the interest in personalised ads, indicating that more regular and familiar online shoppers respond better to this form of advertising.

The results of the survey, conducted by ChoiceStream, showed that 70% of consumers admit that their purchase decisions are at least sometimes influenced by having seen an advert for an item, as other recent surveys have also suggested, and a smaller percentage of consumers admit that they are influenced by brand advertising as well, with 39% admitting that they are more likely to buy from companies that they have seen advertised elsewhere.

In terms of the personalisation aspect, 60% of shoppers surveyed were aware that retailers use information about their online shopping behaviour to target advertising to them, and 78% of consumers are interested in receiving personalized content.

More results from the research can be found in the article, plus a link to download the full survey in PDF format.

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