400 personalised ads4 different product categories 3 levels of message intimacy
There are rules that can help brands be more
memorable
(Some don’t need any help)
What we thought
What actually happened
Personalisation can give lower interest categories
more charisma
Make a confident, direct approach
Always be useful.If you can’t help, walk
away
% uplift vs. traditional advertising
G3. And which, if any, of the following descriptions would you say apply to this advertising for [BRAND]? Base: 47 for personalised ad (Behaviour) and 83 for traditional ad
F3c1. Now, thinking only about [BRAND], please indicate how much you personally agree or disagree with each of the statements below? Base: 108 for personalised ad (Behaviour) and 176 for traditional ad
% uplift vs. traditional advertising
A company that recognises customer loyalty
Good introductory offers
Provides simple, transparent and clear products
Is a brand or company I would recommend to others
Is an innovative brand
G3. And which, if any, of the following descriptions would you say apply to this advertising for [BRAND]? Base: 41 for personalised ad (Behaviour) and 57 for traditional ad