Even marketers admit, using customer images or audio in personalised ads is intrusive

Anne Freier

In Mobile Advertising. September 25, 2018

Roughly a third of marketers would avoid using customer’s own photos when personalising ad creative according to a survey from LoopMe, the mobile video platform. Indeed, 72% of marketers agree that personalised ads can easily become too intrusive.

The answers from 400 US and UK respondents also revealed that 26% felt that including a customer’s name in a visual creative should be avoided. Similarly, 20% would not include a customer name in an audio creative.

“Personalisation can benefit consumers, as long as it is done in the right way – through a sensible combination of personalised creative and delivery,” said Stephen Upstone, CEO of LoopMe.

“Take older versus younger audiences, for instance. You should still aim to serve the targeted ads to older age groups – but remember that what might be seen as a highly relevant ad experience for an 18-year-old could be deemed intrusive to a 55-year-old. Only with strong data – and thoughtful use of it – can marketers deliver great advertising experiences.”

The majority of respondents (78%) believe that the younger generation (18 to 24-year-olds) are more likely to engage with personalised ads. Meanwhile, 5% of those over the age of 55 years were more likely to engage with personalised ads.

Upstone added: “In the era of GDPR, data is more valuable than ever – so we need to ensure we are using it effectively. Up-to-date data means ads are more relevant and reduces wastage. But even with many different data points to draw on, marketers should recognise that device IDs are imperative to knitting all that data together – to ensure that you reach the right person on the right device.”

Interestingly though, marketers recognise that there is an end to the lifespan of data which they consider to be 20 months.

Marketers also said they considered audience data (28%) the most important type, followed by financial data (27%).

Interestingly, 48% of UK marketers see desktop data as the richest source despite smartphones having overtaken desktop use in 2017 in the UK.