Personalized Advertising: A Key Driver of Conversion Growth

Brands can establish more impactful connections with their audience through the use of relevant personalized messages. For instance, incorporating personalized video ads at the beginning of a video can boost purchase intent by up to 5% by delivering more tailored and engaging content.

Ads personalization stands as one of the most potent tools available to brands seeking to create highly relevant advertisements. Both the Russian digital market and the global landscape are increasingly embracing personalized communication. This approach not only enhances the effectiveness of media investments but also fosters significant growth in brand metrics.

The Impact of Personalization on Brand Perception

When brands implement personalized communication strategies, they can expect, on average, a 90% increase in ad click rates. Furthermore, personalization based on user interests, geolocation, search queries, and behavioral targeting yields an average 10% boost in brand awareness and a 7% increase in purchase intent compared to non-personalized communication strategies. These statistics highlight the powerful influence that personalization has on shaping brand perception and driving consumer behavior.

The implementation of personalization, in various forms, has proven to significantly enhance conversion rates.

One of the simplest approaches is user identification, such as targeting specific demographics like “watches for real men” or “laptops for businesspeople.” This method allows for direct addressing of users based on their characteristics, catering to their specific needs as students or professionals.

Data Sources for Personalized Ads

When it comes to personalizing advertisements, a wide range of data can be utilized, including:

• Gender
• Age
• Social status
• Interests
• Education and occupation
• Geolocation
• Devices
• Query keywords

It’s important to note that Google and Yandex are not the sole platforms enabling personalized ad targeting based on user search requests. Popular Russian platforms like VKontakte, Odnoklassniki, Mail.ru, and content projects such as Lady and Kids offer similar capabilities, allowing for precise ad targeting based on search queries and user interaction histories with their respective pages, communities, and products.

For instance, an ad personalized by sex and age might read: “Looking for a 33-year-old female trainee.”

By leveraging the power of personalization and utilizing relevant data, businesses can effectively tailor their advertisements to specific audiences, leading to increased conversion rates and improved overall campaign performance.

Harnessing the Power of Personalization in Social Media

Social media platforms, particularly VKontakte, offer robust opportunities for personalization through the utilization of big data. These platforms allow for effective targeting and classification of users based on various criteria, leading to highly personalized advertising campaigns. Some notable opportunities for personalization on VKontakte include:

1. Birthdays: Utilize VKontakte‘s advertising account to target users celebrating their birthday. By launching an ad featuring a promo code or a birthday discount, businesses can engage with users during this special occasion.
2. Community Memberships: Identify users who are members of specific communities, including relevant themed communities or those associated with competitor brands. Manual compilation or specialized services like TargetHunter can help create lists of these communities. It is crucial to tailor ads to align with the interests of each targeted group.
3. Personalization by User Name: Although more complex to set up and obtain approval, personalizing ads using user names can be highly effective in capturing attention and overcoming banner blindness. This approach works well for mass audiences and products. However, it’s important to consider that personalization based on names may be less feasible for narrower audience segments due to limited database availability.

Marketing experts prioritize personalization as a key strategy for business promotion. Personalized messages enable businesses to create ads that resonate strongly with their target audience, resulting in improved return on investment (ROI).

However, it’s important to note that launching personalized advertising campaigns requires distinct preparatory processes compared to target and context ads. For instance, ads with name personalization necessitate creating banners or messages for each user name within the targeting audience, leading to increased advertising expenses. To achieve well-executed and impactful results, it is advisable to engage specialized agencies for the planning, setup, maintenance, and adaptation of personalized advertising campaigns. These agencies possess the expertise and resources to maximize the potential of personalized advertising.