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Grab Attention with Greater Ad Personalization on Mobile

Posted on 4.06.2015

If you want to make an impact on today's mobile users, you'll need to grab their attention. And, increasingly, that means getting personal.

IPG Media Labs and Yahoo recently conducted a test of 81 ad variations with various kinds of personalization on 5,000 users. What the study revealed is that as devices got smaller and more intimate, users expected higher degrees of customization, with phones indexing highest (110) and PCs lowest (91).

The study also revealed that consumers want more "instant" and geo-located answers on their smartphones, and that the resulting mobile ad experience should follow suit. What IPG Media Labs and Yahoo's research indicates is that consumers are not currently experiencing the level of personalization they want and that presents an opportunity for advertisers.

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