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Ad and Stats of the Week: When Personalisation gets Creepy on Purpose

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In the spirit of personalisation, we travel back to 2017 to when Channel 4 partnered up with 20th Century Fox and the people from Fosters to both terrify and tempt you with their respective products using a new VoD format. The revolutionary style that was hyped to be the future gave advertisers the opportunity to speak to potential customers on a more personable level by addressing them by their first name in the middle of their streaming. Innovid, a video tech firm renowned for creating innovative methods of delivering video content to the masses, were the guys in charge of building the tech and developing this interesting concept into reality.

 

If you thought that it wasn’t creepy enough that your computer screen could read your mind (personal data), the scale must have been off the chart when the trailer advertising the new Alien Covenant film popped up telling you to ‘RUN’. This is what happened to the 15 million registered users on Channel 4’s on-demandstreaming service leading to many nightlights being left on for several nights.

 

Fosters went for a more friendly approach, however, when they shared a video with a pint that ends with the slogan “this one’s for you” followed by the user’s first name. Both these formats take advantage of the most attention-grabbing word you’re likely to hear: your own name. Just be sure you shut down your laptop before climbing into bed to avoid any potential midnight visits from xenomorphs. 

 

Stats Corner

  • Just 7% of organisations list personalisation as their number one priority, as opposed to the 20% who cited content management.
  • 31% of surveyed consumers say they wish their shopping experience was far more personalised than it currently is.
  • 52% of consumers would share personal data in exchange for product recommendations, and 53% would do the same for personalised shopping experiences.
  • Organisations using email personalisation generated 17% more revenue through their campaigns than the average marketer.
  • 44% of consumers say that they will likely become repeat buyers after a personalised shopping experience