A user recently asked, what is ad personalization? We’re addressing that question today in ListenLoop’s ongoing Q&A series. So let’s jump into ad personalization, what it means for your campaigns, and why you should deploy this as part of your ongoing digital marketing strategy for ABM. Below is a transcript of the video, edited for your reading pleasure.
What is Ad Personalization?
Let’s start with a definition: ad personalization refers dynamically changing ad units for each visitor based on some demographic, behavioral, or psychographic information. Assume we have a 300×250 medium rectangle ad unit.
Wouldn’t it be great if, for each target account you are targeting, you could personalize ads and show the recipient something that will engage them?
That is the promise of ad personalization.
ListenLoop’s flavor of personalization means we take your logo and then dynamically swap out a placeholder logo for each account that you want to target. So if you are targeting Delta, American Airlines, and SouthWest, we automatically swap in their logos to create an eye-catching moment when the ad is delivered to a prospect from each target company. The personalization fades away a few seconds later and delivers the ad unit that you uploaded into ListenLoop. Clients can expect increased engagement that depends as a result. I encourage you to A/B test that in the ListenLoop platform to ensure the ad personalization is appropriate for your industry and prospects.
What else could you do with ad personalization?
If you perform retargeting personalization, you could also inject a “company name” token into your ad units. Essentially, your HTML5 ad unit would say:
Welcome, { { company name } }
Then for each company, the retargeting software substitutes the token, like this: “Welcome, Southwest”, plus whatever additional copy you want in your ad. This is personalization “at scale” tied to account data.
Why did ListenLoop decide to use logos instead of tokens in the “Net New” advertising product? It’s quite simple. After using tokens for several years, which allows you to change text on the fly, we found that graphics perform better at grabbing attention at ad-supported publisher sites, like cnn.com. As you can see here, all of these letters start blending into each other, making it harder to perceive a company name in ads.
In short, text personalization is powerful, and graphical personalization is even more powerful.
Let’s extend this post with a bonus round on web personalization.
So what would you do if you had web personalization capabilities?
The canonical example includes a website with an H1 tag near the top. Typically the H1 tag is a brand positioning statement for your company. At ListenLoop, the H1 tag is “advertising tailor made for account-based marketing.”
With web personalization, you could inject additional content in the HTML of the website. So you could say:
“Welcome, Delta! ListenLoop is advertising tailor made for account-based marketing.”
It creates an eye-catching moment and personalizes content specific to a visitor from Delta when they visit a website. If it is not Delta, web personalization “falls back” and does not display the personalized content.
So what is the goal of all this? It is to increase engagement from your target list of accounts, because engagement is a leading indicator of closing opportunities in your CRM.
Given the relative effort required, I recommend starting with ad personalization and then incorporating web personalization in your marketing mix. That is the next frontier where you can dynamically modify your website for each account.
If you have any questions or feedback, I encourage you to leave a comment below, and as always, share the knowledge on LinkedIn.
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Also published on Medium.
