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Friday, 05/05/17

Ad An Which Truly Speaks To You

By Alanna Campbell, Planner/Buyer

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Personalisation has been a hot topic amongst marketers for a while now and it is not exactly a new concept. In fact, personalisation has simply developed from your greengrocer knowing your name, to online businesses addressing emails directly to you. Now, in the vast digital universe, the use of data can theoretically allow brands to target the right person at the right time with the right ad. It is an area which has been developing, as brands attempt to make more relevant, helpful or eye-catching campaigns.

This month saw the first audio personalised VOD advert air with Channel 4. The new format uses first-party data from Channel 4's 15 million registered viewer database, to enable advertisers to incorporate the individual names of viewers of its All 4 catch-up service into the audio of their adverts for the first time.

Foster's, 20th Century Fox and Ronseal are the first to take advantage of the innovation, launching audio personalised, targeted digital campaigns. For example, an ad for the upcoming Ridley Scott film Alien: Covenant will be signed off with the message, "Matthew: run", tailoring the audio to the viewer.

Personalisation has gained a mixed reception from consumers in recent years. In November 2016, YouGov published a survey which suggested that 57% of Brits feel that if an ad is too personal it would put them off clicking on it.  As such, brands often struggle to toe the line between creating personal and engaging campaigns, to seeming creepy and invasive. Given the fairly gimmicky nature of this new format offering from Channel 4, it will be interesting to see on which side of consumer opinion this format lands.

 A step up from personalised copy, would you like advertising which speaks directly to you?

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