IPG Study Finds Strong Link Between Ad Personalization And Effectiveness
- by Steve McClellan @mp_mcclellan, October 13, 2020
A new study from Interpublic’s Magna and the IPG Media Lab reinforces the idea—embraced by the industry for a number of years now—that ad personalization is one of the best techniques to help brands deliver more relevant and effective ad experiences.
The study focused on three key ad categories—auto, retail …
Frankly, Steve, I would have expected a much larger improvement over "standard ads" than is shown in the chart. Since the CPMs being asked for getting "relevant ads" to consumers are often two or three times the norm, why bother for a mere 10-15% gain?