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Personalised advertising is important for 2018

By Stefan Finsinger
from Quality Financial Media
28 September 2017
Adblockers and an increased advertising blindness have led to a blurred line between advertising and editorial. But, people aren't necessarily against advertising and research shows that it still works. They are only against non-relevant advertising which disrupts their media usage.

Marketers should aim more for personalised advertising which is relevant and interesting to the individual. Why would you advertise an emerging bond fund to spread betters or your reinsurance capabilities to a student?

Micro-targeting your specific audience is easier than ever with many available data providers. But marketers must tailor the creative message to the different individual audiences to make it relevant. This leads to many different creative executions which come with a price and some creative agencies charge a fortune.

Fortunately, there is a cost-efficient solution to this problem, but companies must think outside of the box.

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