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How can advertisers best reach their target audiences? Marketers must consistently ask themselves this eternal question again and again, and with increased frequency at that, since digitalization is constantly changing the customer’s attitude toward advertising.

This is confirmed by the international study “AdReaction: Engaging Gen X, Y and Z“, conducted by research agency Kantar Millward Brown. In this study, people from 39 countries were asked in 23,907 online interviews about how they interact with advertising. The surprising result: It is primarily the smartphone-hungry “millennial” generation—young people born around the turn of the 21st century and spoiled by personalization—who view typical online advertising formats such as display or video advertising as rather annoying; only one-third of millennials (also known as Generation Z in advertising lingo) have a positive opinion of these forms of advertising. But even the older target audiences of Generations X (35 – 49-year-olds) and Y (20 – 34-year-old) find online advertising to be rather irksome. They tolerate search engine advertising at best. On the other hand, mobile display advertising does poorly with all generations, which is unwelcome news for advertisers that wish to use the popular mobile channel for themselves.

Here’s an even more interesting tidbit: In contrast, Generation Z surprisingly views classic advertising such as TV ads, outdoor advertising or print ads more favorably, according to the study. 50 to 60 percent of surveyed millennials accept these forms of advertising. Similarly, samples of the 20-to-34 and the 35-to-49 age groups also stick with many different forms of advertising: While online advertising is rather vexing, classic advertising is perceived as a pleasant antithesis to hectic day-to-day life and the sensory overload online.

The problem: Although customers have obviously got their fill of online advertising to a large extent, they do not want to miss the crucial advantage that online advertising can demonstrate against offline advertising, as shown in another study by Teradata Marketing Applications commissioned by Forbes: According to this study, 80 percent of millennials expect to be personally addressed via advertising formats and for companies to anticipate their demands and tailor their offerings to them. In the end, they are very familiar with this from Facebook feeds, Spotify playlists, Instagram streams, or Netflix’s list of suggestions.

The solution: personalized offline advertising – ideally in a package

So, how can marketers ideally and personally appeal to the currently most relevant target audiences without resorting to online advertising, a format that is rather viewed with mistrust? According to the study by Kantar Millward Brown: Outdoor and print advertising also hold great marketing potential for online markets and retailers. However, print advertising must also be personally tailored to the reachable target audience segment in order to be relevant to customers currently spoiled by personalization. The solution to the dilemma: An advertising format—personally crafted via data analysis—that wins over the customer with personalized offers, but does not go overboard with their data consumption.

Adnymics’ software is a reinvention of a classic advertising medium in the context of personalization. It analyzes online purchasers’ surfing and purchasing behavior and uses it to create personalized product recommendations and editorial content that is added to packages in the form of high-quality, personalized package inserts. This personal approach simultaneously strikes a chord with millennials and meets Generation X’s need for relaxed advertising content that they can peacefully consume. The high interaction rate with Adnymics inserts which leads to extremely good results (for instance read the success story of Shoepassion) proves that the package inserts are exactly in line with modern times. In a peaceful, positively energetic moment—notably when opening the package—customers encounter an advertising space that is personally tailored to them and that they can consume fully relaxed whenever they wish, without something blinking, flickering, or annoyingly presenting relevant content or eating up their data plan. The content is interesting and relevant to them due to the personalization. As a result, an Adnymics insert fulfills every modern customer’s advertising expectations and is fully in vogue in the marketing world.

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14. August 2017
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