Brands should think more about personalizing ads based on major life events in an effort to drive better consumer connections, according to a new study from Magna and IPG Media Lab.
Personalized brand messages are increasingly important for marketers trying to reach consumers in a cluttered landscape, and those that are based on major life events strike an emotional chord with people. Those who saw an ad with these types of personalized messages were 16% more likely to want to hear more from a brand and 12% more likely to purchase the brands when compared to the same video ad without a personalized message, according to the study.
Similarly, personalizing ads based on search terms drove an 8% preference for the advertised brand over competitors.
The same pre-roll video ad can drive a 5% higher purchase intent when it is used with more relevant and personalized messaging, according to the study.