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
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?