Personalised Vs. Standard Advertising on the Internet: Does It Work? (original) (raw)
Related papers
Personalization of advertisement as a marketing innovation, 2014
Abstract: The Internet has significantly changed the way market entities communicate with each other. Innovative forms of communication have been introduced in a number of fields, esp. advertising. New solutions based on big data and recommendation technology make it possible to personalize Internet advertising in an automated manner. Companies can now achieve two contradictory goals: adaptation of the ad content and its form to the unique profile of each customer and at the same time operating within mass markets. The aim of the paper is to describe the characteristics of Internet advertising and to present an in-depth insight into personalized ads. The Real Time Bidding mechanism is also characterized as a tool for automated advertisement personalization
ANALYSIS OF CONSUMER PURCHASE INTENTION TOWARDS PERSONALIZED RETARGETED ADVERTISEMENTS
2022
Advertising industry has experienced drastic changes over the past few decades. Advertising online can track consumer behavior in order to make ads much more relevant to customer by personalizing their advertisements. The purpose of our study is to identify the how effective personalized advertisements are, and how they influence customer purchase intention. The study is based on data collected from 100 online users as respondents. Findings of this research would enlighten us to understand how personalization, discount, reference to previous visits and advertisement frequency would impact the customer purchase intention. Recommendations of this study would be relevant, minimal, short and clear for the advertisement companies to understand the precautions to be taken, in order to avoid consumer suspicions for their data and thus lead to better consumer purchase decision.
Personalised Display Advertising and Online Purchase Intentions
International Journal of E-Services and Mobile Applications, 2022
Personalized ads are increasingly used by marketers to promote product and service brands, however, the effect of ad personalization on consumer perceptions and online purchase intention has received limited research attention particularly, in different media usage situations. To address this gap, data was collected in four sub-Saharan African countries through an online survey to test the hypothesized model using structural equation modeling. The findings indicate that perceived ad personalization influences online purchase intention and this relationship is partially mediated by perceived relevance and fully mediated by perceived intrusiveness. No effects were found for privacy concern. Notably, internet use motivation moderated the relationships between the predictor and the outcomes. Specifically, the effect of ad personalization on perceived intrusiveness was only significant among paratelic users, its effect on purchase intention was also stronger among paratelic users, and it...
International Journal of Consumer Studies, 2009
As new technologies (e.g. online, mobile and interactive TV) develop worldwide, numerous types of personalized advertising, in which companies use an individual's name and/or other types of personal information, have become more popular in many countries. Using many types of information about specific individuals, personalized advertising is designed to convey a customized message at the right time to the right person using diverse media. However, despite its universally increased use, few academic studies have explored the effectiveness of personalized advertising and consumers' response to it. This exploratory study focused on consumers' perceptions of personalized advertising delivered online (e-mail) and offline (letter and telephone call). The results show that consumers generally have negative perceptions of personalized advertising, regardless of how it is delivered, with the strongest negative reaction to telephone calls.
An Intelligent Model for Internet Advertising Selection Based on User-Profile
International Journal of Engineering and Technology
With the growth of using the internet advertising, display error rate has been subsequently increased. As an instance of display error rate, it can be referred to advertisement inappropriate to user demand of modifying wrong advertising display. The most important problem related to marketing and advertising is to absolutely consider advertising true or false. To cope with such a problem, personalized advertising is made with respect to users' profile and behavior in order that accurate internet advertising is selected, and each user receives her/his favorite internet advertising. In this study, we presented a new profile with the internet advertising in an online bookstore to students and gathered their responses. Then, we used decision tree in data mining applications and modeled two separated datasets in two states of with a profile and without a profile. The results obtained for both datasets revealed that users profile can highly influence proper classification of the internet advertising.
The Effectiveness of Internet Advertising through Memorization and Click on a Banner
International Journal of Marketing Studies, 2013
The development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly the company-customers relationships. The graphical interface that the Web can create between the company and its customers promotes its use as a medium of marketing communication. The advantages of e-communication are endless for companies, including timeliness, cost and interactivity. However, users are daily confronted with large masses of information which may affect the issue of effectiveness of this form of communication. It is therefore necessary to know whether the information transmitted is accessed and if it achieves the objectives associated with it. In other words, to what extent the internet communication is effective. In this research, efficiency is studied through two indicators: the advertising memorization and the click on the banner advertising. The empirical study was conducted on a sample of 200 Internet users. The statistical analysis used is descriptive analysis and logistic regression. The main empirical results show that memory is largely affected by the location in the screen, size and animated banner advertising. As for the "click", it is related to the colors used in the banner, size and clarity of the message.
Journal of Consumer Psychology, 2004
Three field experiments examined an information processing explanation for the effectiveness of a direct mail persuasion technique. Respondents received an ad in the mail accompanied by a handwritten note of the form, "John, Try this. It works!" and signed using acommon initial. In the first experiment, the technique increased (decreased) free sample requests when strong (weak) brand attributes were used. In a second experiment, the attribute quality interaction effect was found only for respondents who could not identify who sent them the ad. Those who knew the sender requested more free samples regardless of the attribute strength of the brand. A third experiment revealed that both the personalization and content of the note contribute to its effectiveness. Theoretical implications are discussed.
Identification of Web User Segments Based on Beliefs about Online Ads
Journal of Internet Commerce, 2017
Online advertising has been one of the fastest growing industries worldwide, due to the increased number of Internet users. From the perspective of marketing management, identifying the profile of web users who click online ads will enable designers to create better online advertising campaigns. Hence, the main objectives of this article are (1) to segment web users based on their beliefs about online ads, (2) to identify personality traits of each segment, and (3) to investigate attitudinal and behavioral differences across segments about online ads. Data were collected through an online survey and by using cluster analysis, web users were segmented into three groups based on their beliefs about online ads: "Supporters," "Neutrals," and "Opponents." Personality trait differences as well as attitudinal and behavioral differences among three segments were examined and significant differences were found in terms of their personality traits, such as variety seeking, market mavenism, and innovativeness.
The Web has wide applicability in the areas of research, business, communication and several other emerging fields. This has led to the exponential increase in the number of users of Web which enables them to access from anywhere at any time. Hence, the marketers are using the Web as a medium for advertisement to attract this mass audience. The advertisement posted by the marketer in the Web persuades the customer to find comparative information about companies, products, competitors and prices without leaving their place. Also unlike other media, the Web advertisement has a unique advantage of interaction with consumers and can directly lead them to purchase the product. It is of crucial importance to note that presenting a right advertisement in an irrelevant medium would be a waste of resource. The media planners and the media owners should select the right media for the right message based on the audience's perception. Hence, the present study which focuses on the viewers' perception towards web media has high level of significance in terms of improving the standards of advertisements presented in web media. In order to capture the responses of the respondents who are the internet users and are having the habit of viewing the advertisements in websites, a well-structured questionnaire was administered to 1,300 respondents by using snowball sampling technique. From the study, it was found that majority of respondents have opted the web media as their second preference for viewing the advertisements. Further, among the various website, Yahoo is the first preferred website and banner form of advertisement is mostly preferred by the majority of the respondents for viewing the advertisements. Thus, this study reveals that there is positive opinion about the web media advertisements due to the fact that it is round the clock access and globally connected.