Getting Personalization Right

May 21 , 2014
White paper shows how consumers expect more and better personalization of their digital experiences---and describes how advertisers can make lasting connections through personalization.

The best personalized digital experiences offer a balance between what consumers need to know and what they want to know, while providing explicit consumer control, according to “The Balancing Act: personalization-white-paper-230x198Getting Personalization Right,” a new white paper by Yahoo based on research with more than 6,000 U.S. consumers. Personalization is the pathway to advertising nirvana---placing the right ad in front of the right consumer at the right time, driven by the right data.


“Personalization is simple: give the consumer more of what they care about and less of what they don’t. It’s about surfacing value for users and advertisers alike,” says Patrick Albano, Yahoo’s VP of Sales -- Mobile, Social & Innovation. The white paper explains how personalization done-right is becoming a consumer expectation and describes what consumers are looking for in their personalized online experiences. 

Here are some of the white paper’s findings about growing consumer expectations for personalization:

  • Consumers recognize the benefits of personalization: Most consumers are aware of publishers personalizing content for them, and 78% express a desire for some kind of content personalization.
  • Personalized ads are more relevant to consumers: Twice as many consumers say personalized ads are relevant to them (64%) compared to non-personalized ads (32%).
  • Consumers prefer personalized ads: Compared to non-personalized ads, consumers describe personalized ads as more engaging (54%), educational (52%), time-saving (49%), and memorable (45%).

Check out the white paper for a deeper explanation of consumer needs, expectations, and concerns regarding personalized content and advertising, for ingredients that make up the most-effective personalized ads, and for specific product categories where consumers are most responsive to personalized advertising. For more information, click here to reach Yahoo via email, call (866) 747-7327, or contact your Yahoo Account Manager.



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