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BizReport : Advertising archives : November 11, 2010

Why advertisers need to get personal with consumers

Fifty years ago every store owner knew his customers likes, dislikes and habits from daily chats or weekly visits. Today, there are too many customers for most store owners to really get to know customers. Still, consumers respond to and want personal contact, which is why brands needs to get back in touch. How to do that in today's rushing, people filled world?

by Kristina Knight

criteo.gifOne way is personalizing ad messages. It may seem a near-impossible task, but in the online advertising realm personalization can be simple. What's more, consumers are responding.

"Everyday consumers are bombarded with hundreds to thousands of online display ads - most of which are completely irrelevant to their purchase intentions," said JB Rudelle, CEO of Criteo. "Personalized ads streamline their online experience by presenting them with relevant ads that feature the brands and products where they've previously expressed interest."

Retargeting ads to consumers is where most brands focus their personalization efforts, and is also one of the simplest methods. If a consumer visits a website but doesn't not purchase, ads can then be tailored to the consumer based on the time spent on product pages, where they clicked from and the price points they seemed most interested in.

"We expect more and more consumers to shop through personalized ads as the technology will offer even greater personalization with product recommendations," said Rudelle. He expects most brands to integrate retargeted ads into their online arsenal over the next two to five years. "Advertisers are continuously increasing the demand for return on their marketing investments - and rightfully so...[Criteo has] the largest retargeting development team and continue to invest in research and development to stay ahead of the client demand curve."

Tags: ad personalization, Criteo, JB Rudelle, online advertising, personalized ads

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