The Power of Personalization

Personalization has been a buzzword for years—and for good reason. According to an Adobe survey in 2020, 89% of marketers report higher ROI from personalization. 

Our experience at Spatial.ai has been similar. We have seen hundreds of campaigns and millions of impressions using the PersonaLive segmentation. Clients that personalize ads see the most positive results, sometimes driving 50% higher ROI. 

With such clear benefits, you’d think personalization would be the default in advertising.

But it’s not. Why?

Barriers To Personalization

The #1 issue for teams who have a strong segmentation strategy but struggle with personalization is the business-to-creative handoff.

Every day there is some poor manager trying to describe a marketing insight, and a creative team looking at a spreadsheet trying to decipher the target audience. And it is no wonder. Translating facts and figures into inspiring stories is like translating different languages. 

When the standard creative brief looks like the one below, the development process is slow.

And speed isn’t the only issue. In the same Adobe study, only 8% of consumers strongly agreed that brand images reflected them. Ad performance and customer satisfaction suffers when personalization is poorly executed or non-existent.

But even when companies are ready to start personalizing their ads, a lack of data often presents an additional challenge. They may have a hunch at their customer’s demographics, but rarely know their interests. In the same study, 34% of participants desired content tailored to their interests, but this rose to 47% among millennials and Gen-Z. 

If creative teams are to succeed, they need to know the customer deeply.

Watch the Personalize webinar to learn how to streamline the creative development process.

Introducing Personalize

This is why we are so excited about the latest update to PersonaLive: Personalize.

Personalize is a dynamic creative brief that streamlines the business-to-creative team handoff. Quickly browse through lifestyle traits, imagery, interests, brands, and previously successful campaigns to inspire personalized creative development.

Personalize is currently available for segments at the family-level only. To find it in the PesonaLive platform, go to Taxonomy, select a family, and click the Personalize tab in the left sidebar.

Here’s a breakdown of what’s inside:

Lifestyle

View the key demographic traits you need to execute the basics.

Imagery

Each segment family comes with a suite of imagery linked to their lifestyle to provide visual creative direction.

Interests

See a segment’s top interests based on their social behaviors to further inspire campaign ideas and imagery choice.

Brands 

This section provides a handpicked list of brand-related social media accounts they follow.

Campaigns

View a list of example campaigns that have resonated with that segment in the past.

Closing the Gap

We all know effective personalization yields results. But often the process is just too time consuming or full of friction to get there. We believe the Personalize feature will translate raw data into creative, resonant stories by closing the gap between business insights and creative execution.

Want to see Personalize in action? Watch the webinar where we walk through the feature with real-world applications.