Personalization in Advertising

Mary Ann


August 17, 2020

It’s time to face the facts. We’re currently living in a country that is more segmented than ever before, and it’s becoming more and more important to optimize your first data to personalize your message. 

Consumers respond more favorably to ads they believe are personalized to their tastes, interests, and behaviors than ads they perceive as generic or intended for mass-public consumption.

Not only do consumers want to see personalized ads, I’m also watching as businesses are being backed into a corner with no other choice but to optimize that data and take action to implement personalization. The agencies and brands I work with across the country have target audiences in multiple markets; but due to COVID-19 restrictions varying by state/county, they’re not able to share the same messages in Montana as they are in Arizona.

Thankfully, the digital age provides us the opportunity to navigate these types of difficulties. The Mosaic team and I are working hard to help our agency partners and clients tackle the process of creating multiple messages, and are using our expertise to target through digital programmatic, streaming audio or video, and other methods, with the appropriate message reaching specific geographics and demographics.

Making the move toward more personalized advertising might seem daunting at first, but there’s a reason as to why I push everyone so hard in that direction. 

Personalized ads are proven to be effective.

There is a caveat to all of this; personalized ads are effective if the user has signed up to provide the data used to attract the ad…and this is where developing and leveraging that first-party data really comes into play. 

For those who have B2B or B2C audiences based across a large geography, I definitely encourage you to start considering personalized digital ads to use in your media strategy! Feel free to reach out if you need some guidance or advice, I or someone from the Mosaic team will be happy to help!


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