When it comes to creating ads there are two critical components that marketers cannot neglect: Is the ad reaching the right audience? And if so, is the ad impactful enough?
Personalization has become a buzzword in today’s world of data driven advertising. With the ever changing consumer behavior and increasing media platforms, the need to evolve in this aspect of ad has become inevitable. A survey conducted by OneSpot revealed that more than 70% of the US internet users find personally relevant ads more persuasive in increasing their purchase intent. Although personalization has become essential, it is easier said than done, because in order to deliver a powerful ad experience, the ad needs to be created based on the customer’s view, and not the marketer’s view.
Creating content based on demographic parameters is effective, but infusing it with behavioral characteristic insights triggers the response rate phenomenally. A recent study revealed that
- 74% of the consumers did not find pop up ads relevant to their interest.
- 61% are aware of ad blocking alternatives.
- 50% are much interested in personalized ads that match their interests.
A well-integrated artificial Intelligence marketing solution offers much more than just displaying ads to potential customers. AI analyzes the individual’s content consumption history to make the ad more relevant and efficient. This means the content is living: it will be refreshed in real time based on the consumer’s changing consumption pattern and shifting preferences. Unique profiles are built on visitor’s data on past, current and changing interests.
AI platforms have the ability to ingest huge amounts of data, learn about user preferences and then craft the content that the consumer seeks. AI does this by identifying patterns within a set of data so to predict the user’s next wants and possible searches. With AI you can create different versions of an ad to suit the target profile’s taste and preferences. For instance, while one ad version may have a female narrative with a jazz ballad score, the other may have a male narrative with a different background genre. All this is real time.
Artificial Intelligence technology enables marketers to drive performance through personalized ad content, hence, increasing relevancy and efficiency. AI’s self-learning ability enables it to continually and automatically make associations with various events and differences between predicted and observed response.
Attention has become the anchor for driving ad effectiveness, and there’s no better way to grasp attention than through high quality and hyper personalized content.