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| UPDATED: 2009-02-06 |
 Personalized Ads Influence Online Shoppers 
By: Mike Sachoff 2009-02-06 The biggest online spenders and the most frequent shoppers are more likely to click on personalized ads than non-personalized ads, according to a recent ChoiceStream survey.  The bigger the spender, the greater interest in personalized ads with 50 percent of those spending $250 online over the past six months indicating that they are more willing to click on ads that are personalized.
"Advertisers that are spending premiums to target the biggest spenders and the most frequent shoppers should take note that those shoppers want intelligent ads that speak to their specific needs and shopping intent, said Cheryl Kellond, senior vice president at ChoiceStream. "The more personalized those ads are the better chance retailers have of connecting with those consumers." The survey also finds consumers are savvy about online advertising in terms of its effect on their behavior. The majority (70%) admit their purchase decisions are at least somewhat influenced by having seen an ad for an item. A smaller percent of consumers admit they are influenced by brand advertising as well, with 39 percent admitting that they are more likely to buy from vendors or retailers that they have seen advertised than from unrecognized sources. In both cases, the bigger the spender, the more likely they are to admit being influenced by advertising. Consumers are also aware of how shopping sites use data to target ads to them. More than half (60%) of shoppers are aware that retailers use information about their online shopping behavior to target advertising to them. "The results of the 2008 survey clearly show that today's online consumers are smarter and more sophisticated than ever before. They understand the value of online advertising and know retailers have information about their shopping behavior that can make their experience more relevant," said Steve Johnson, president and CEO of ChoiceStream. "Especially in these tough economic times, advertisers should be investing in more personalized forms of advertising that attracts high-quality prospects and repeat customers to shop in their stores." View All Articles by Mike Sachoff About the Author: Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news. |
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