US retailers’ most attractive prospects – those who spend the most money and shop most frequently – are more likely to click on personalised ads than non-personalised ads, according to a new survey from ChoiceStream.
The
2008 Personalisation Survey of US consumers found that 39% of consumers are more likely to click on an ad if it is personalised; of those who shop online at least several times a month that number climbs to 58%.
The survey also found that the bigger the spender, the greater the interest in personalized ads, with 50% of those spending more than $250 online over the past six months indicating that they are more willing to click on ads that are personalised.
Cheryl Kellond, senior vice president at ChoiceStream, said: “Online consumers are a savvy bunch and it’s not surprising that they’re more likely to tune in to ads personalized to their tastes and interests. What is surprising, though, is the extent to which the higher quality prospects seem to be more interested in personalized ads.
“Advertisers that are spending premiums to target the biggest spenders and the most frequent shoppers should take note that those shoppers want intelligent ads that speak to their specific needs and shopping intent. The more personalized those ads are the better chance retailers have of connecting with those consumers.”
eMarketer recently cut its forecast for UK online ad spend, predicting growth of 7.2% in 2009, down from its May forecast of 17.2%.
The online research firm expects UK online ad spend to reach £3.58 billion in 2009 (see UK online ad spend forecast to grow 7.2% in 2009).
The ChoiceStream survey also found that consumers appreciate the effect online advertising has on their behaviour – 70% of consumers admit that their purchase decisions are at least sometimes influenced by having seen an ad for an item.
A smaller, but still significant percent of consumers admit that they are influenced by brand advertising as well, with 39% admitting that they are more likely to buy from retailers that they have seen advertised than from unrecognised sources. In both cases, the bigger the spender, the more likely they are to admit to being influenced by advertising.
ZenithOptimedia, meanwhile, has forecast that overall UK online ad spend will rise 16.8% in 2009 (see UK ad spend forecast to fall 0.8% this year).
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