3 Ways Personalization is Becoming Integral to AdTech

AdTechOpens a new window is an ever-evolving industry. The infusion of artificial intelligence, machine learning, and location- and context-based targeting has made advertising so much more relevant and personalized. Let’s see how personalization is becoming an essential aspect of AdTech.

Personalization is not merely a marketing ideal, it drives better engagement and customer satisfaction, and in turn, leads to better conversions and returns. A user’s journey with you starts when she first learns about you, so it is essential to deliver personalized ads that make her aware of your brand and products that are relevant to her ‘now‘. Let’s understand how personalization integrates with AdTech to serve better advertising experiences.

Also Read: 5 Ways Programmatic AdTech Will Evolve in 2019Opens a new window

3 Ways to Integrate Personalization with AdTech

Here are three ways marketers can integrate personalization into AdTech to hone better experiences and conversions.

1. Artificial Intelligence for Hyper-Personalization and Creative Optimization
 

To deliver relevant ad experiences, marketers must think beyond segment-based personalization to create consistent, relevant, and seamless interactions across channels. The answer is Hyper-PersonalizationOpens a new window .

How can Ad-Tech achieve Hyper-Personalization?

Advertising technology is increasingly leveraging Artificial Intelligence (AI) and Deep Learning to understand customer personaOpens a new window s in the context of ongoing activities to determine the actions most applicable to the prospect:

• Digital signals are collected from every touchpoint to create a 360-degree customer profile with reference to customer behavior and preferences. The customer is not just an element in a segment, but an individual.
• AI helps combine data to determine the context during significant moments and respond in near real-time to drive relevance.
• Deep learning and machine learning algorithms together with AI are trained to mine patterns and help drive heuristic decisions.
   

For example, StarbucksOpens a new window took the personalization game to the next level. Using AI and real-time data their system can send over 400,000 variants of hyper-personalized messagesOpens a new window , each unique to the app user’s preferences, based on past activities and purchases.

Personalization will advance with AI-driven dynamic creative optimization (DCO)Opens a new window . AI can help you glean insights from massive customer data sets to inform programmatic advertisingOpens a new window and suggest actionable predictions.

Also Read: What Changed in Facebook and Google UAC AdTech This Year, and How it Impacts Advertising in 2019 Opens a new window

2. Direct to Consumer
 

The best ads not only advertise, but entertain, educate, and inspire consumers. Brands are now looking to engage the audience with distinctive advertising solutions to deliver quality, reach, and value to their clients.

Direct to Consumer (DTC) is the next ‘hot’ trend in advertising where brands can communicate directly with users to create value. Apart from product value, DTC companies match the product with a unique and shareable story to the point of creating a full funnel experience and creating stories for individual customers.

For instance, Disney’s Direct-To-Consumer & InternationalOpens a new window struck a partnership with Google Ad ManagerOpens a new window to power video experiences with relevant ads or content across platforms – web, mobile apps, connected TVs, or live events.

According to a report by SVG NewsOpens a new window , “As a partner of The Walt Disney Company, Google’s platform and technologies will work with Disney Advertising Sales to deliver a streamlined and hyper-personalized approach to engaging customers for clients across their broad brand portfolio.”

3. Personalization with Landing Pages and Emails
 

According to GoogleOpens a new window , “Landing page is the URL people arrive at after they click your ad.” Google evaluates AdRank, CPC, and ad position on landing page experience, when users click on your ad. AdTech makes targeting possible based on precise location (within a few meters), interests, buying intent, demographics, and history, to deliver personalized online ads. Landing pages use this information to continue personalization by presenting unique (relevant) offers to users who click on the ad.

Why are landing pages successful?

• They are easier to deploy as the complexity of content delivery is reduced.
• Since it is a standalone page with no distractions or other navigational links, it makes the user experience more focused.
• If correctly designed to address buying intent, wants, and needs, it will increase conversions.

Email might be considered traditional but also offers powerful capabilities to precisely target prospects. If done right, email campaignsOpens a new window can help create lasting relationships and improve conversions.

Why do email ads offer a higher degree of personalization?

• Email is generally required for most channels, and by tying subscriber data across channels, an individual’s profile can be created to deliver effective email campaigns.
• Email is tied to a real individual; hence email personalization is more reliable.
• Email is more accurate than cookie or device targeting, as email is unique to an individual, unlike browsers or IP addresses shared by multiple users.

Also Read: Technology and Personalization in 2019 Opens a new window

Conclusion

AdTechOpens a new window is an amalgamation of technology, creativity, and innovation. With the advent of artificial intelligenceOpens a new window , machine learning and better data collection methods, brands can create highly personalized and targeted ad experiences that better engage users and drive healthy conversions.

Share your thoughts on how personalization integrates with AdTech on TwitterOpens a new window or LinkedInOpens a new window or FacebookOpens a new window ; we’re always listening!