Innovid：2020年消費者態度調查(1頁).pdf

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1、 Hospitality & Tourism Learn More 5 0 5 0 5 0 5 0 5 0 41% 38% 34% 26% 21% 34% 33% 6% 4% 1% Tthi of consumers have made a purchase in 2020 as a direct result of an ad 40% of consumers are more likely to purchase via ads if the ad is personalized 29% For consumers who are poised to buy, personalizatio

2、n is critical to driving revenue. Personalization is Driving Business Outcomes 4 of consumers are more loyal to brands who provide a personalized experience 31% Consumers are more likely to click on these ads if personalized: Events, Offers, and Products of Interest Gain Traction 2 Mobile 32% Consum

3、ers want to be seen, understood, and shown advertising that matches their mindset in the moment and beyond. of consumers agree it is important that ads are personalized 43% of consumers like personalized ads of consumers like brands more when they personalize ads 30% Consumers are most likely to cli

4、ck on personalized ads on: 39% 31%29% Events that interest me Off ers on products Ive shown interest in New products or services I may like Ads about my local community or businesses Learn more about a relevant topic or subject Contextual Consumers experience personalization most often on: PC Smart

5、TV Gaming Consoles Other Consumer Receptivity to Personalized Ads is at an All Time High 1 Consumers pay the most attention to personalized social ads, followed closely by video and TV. 18% 17%17% 13% 2% Social AdsVideo Ads TV AdsBanner AdsAudio Ads Consumers are most receptive to personalized ads i

6、n retail. 26% 18% 14% 11%10% 6% 2% Retail Entertainment CPG HospitalityQSR Auto 2% Telco Finance 5 Retail and entertainment brands are reimagining flexibility and leaning into maximizing their message across platforms. Consumers identified the following brands as who are doing personalization well:

7、Consumers Take Notice of Brands Getting it Right Innovids “2020 Consumer Attitudes on Personalized Advertising Study” was conducted online by Survata and surveyed over 1,000 US adults in July 2020. Where You Get Personal Matters 3 2020 has been one for the record books. As our “new normal” continues

8、 to evolve, so do consumer lifestyles, habits, and actions. To better understand the current consumer mindset and personalization preferences, Innovid commissioned a study of over 1,000 U.S. adults in July 2020. Retail Entertainment QSR Ads that understand and address my online activity and preferen

9、ces including search and click history. Ads that understand and address the context of my moment like the website Im on or what show Im watching. Ads that incorporate general demographic information about me like my age and location. Contextual personalization is most appealing. DemographicsBehavior

10、al We predict as more brands embrace what is possible through interactive ads, clicking a CTV ad will become a learned behavior similar to engagement with ads on mobile and PC. Learn more about creating strong consumer connections in todays climate. Our findings explore consumer preferences on perso

11、nalized advertising, and sheds light on how marketers can engage the “now consumer.” Read on for full survey findings that brands can use to develop a more tailored, omni-channel marketing strategy. Automotive Spotify YouTube Disney Nintendo Walmart Taco Bell Wendys Dunkin McDonalds Subaru Toyota Fo

12、rd Jeep Marriott United Expedia Hilton JetBlue Kohls Target 6 Consumers are discerning about data-sharing, but can be incentivized if the benefits received in return are clear and if the methods of data collection, storage and privacy are made transparent. Privacy is Important, but Consumers Will Sh

13、are Information in Exchange For Personalization and Value 60% 47% 30% 21% 11% 11% 8% What can brands do to make consumers more comfortable sharing data? of consumers say they are more willing to share information with brands today than they were 1-2 years ago 23% Likes & Dislikes Consumers are comfo

14、rtable sharing Information in order to receive ads that are more relevant based on: Gender Location Birthday Browser History Employment Income Social Media YouTube Websites Connected TV Streaming Audio 45% 20% 15% 13% 3%4% Other would like to dictate data collection preferences want a data collection certification want brands to share their official data collection policy are just not comfortable Other 35% 12% 7% 43% 3% 2020