We have omni-channel adtech: MediaMath announced it has combined out-of-home programmatic advertising (purchased via Place Exchange) with other programmatic channels in the same campaign. They say it’s a digital advertising industry first and who has time to check? Either way, it shows that out-of-home is up-to-date.
Back to surveys. At least this one from email company Yes Marketing is interesting. Turns out that irrelevant product recommendations are the second-most-common reason for not opening email (50%), after too many emails (55%). Over-personalization “creeps me out” (12%) outweighs lack of personalization (11%). In other words, consumer demand personalization is greatly exaggerated – and poor personalization is hurts more than no personalization at all.
The Customer Data Platform industry continued its strong growth in 2018, adding 29 vendors, 2,600 employees, and $173 million in funding. These figures, contained in the CDP Institute’s latest Industry Update, show acceleration compared with 2017, when the industry added 26 firms and 2,200 employees.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.