Targets & Segments

Why Personalization Persuades: What the Evidence Really Says

Why Personalization Persuades: What the Evidence Really Says

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

Does personalized advertising really work—or does it risk turning consumers off? A large-scale meta-analysis of 53 experimental studies finds that personalized ads are, on average, more persuasive than non-personalized ones, improving consumer attitudes and behavioral intentions. Crucially, personalization works not because it feels intrusive, but because it increases perceived relevance. When consumers see ads that connect to their interests and identities, persuasion improves—making personalization a low-risk, high-reward strategy when done well.

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Multicultural Conversations on Handling the Hard Stuff (Event Summary)

Multicultural Conversations on Handling the Hard Stuff (Event Summary)

  • SALON SERIES

Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis  This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”. Editor’s Note: The full summary is available to members only.

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