Report: Personalization May Be the Key to Digital Advertising Success

Not all marketers are experiencing success with digital advertising, and new research suggests that personalization may be the key to seeing more ROI.

The “2016 Jivox Benchmark Report” has found that click-through rates (CTRs) are three times higher for personalized ads when compared to rich media ads. Additionally, personalized ads outperform rich media by 84 percent on interaction rate (IR).

Personalized ads that use “time” as a trigger experience a CTR rate more than 3.5 times higher than rich media ads, according to the report’s findings.

“In some cases, even the simplest triggers produce astonishing performance gains, signaling to marketers that personalized advertising is the disruption the advertising market has been waiting for,” wrote the authors of the report.

The B2B Marketing Struggle with Digital Advertising

B2B marketers, specifically, have faced difficulty with digital advertising in the recent past. The “Ad Waste Survey” conducted by Demandbase and Wakefield Research found that 71 percent of B2B marketers believe their company’s digital advertising frequently fails to reach its benchmarks.

“Most companies know that they are wasting a significant part of their digital ad dollars, but the problem is they don’t know which part,” said Peter Isaacson, chief marketing officer at Demandbase.

Approximately 89 percent said that their digital marketing mix is not optimized. However, they believe a different mix could potentially yield better results. Nearly 96 percent of respondents claimed that their digital ads reach a large number of people outside of their target audience. This has been deemed a cause of ad spend waste.