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People’s Perception of Personalized Ads
Katie O’Donnell Quehl – Indiana University
Henriette Cramer – Yahoo Labs
gain insight into user perceptions of ad personalization
User study
296 SF Bay Area respondents*
* Later survey (n=6000 to expand on this study available in whitepaper)
SF Bay Area, diverse socio-economic backgrounds13 teens (7 male, 6 female, ages 15-18)11 adults (6 male, 5 female, ages 27-52)
Survey Interviews
Users have a general sense of personalization
Personalized/behavioral
“The anti wrinkle product. Oh, I know why they're sending me this, because I'm over a certain age, that's why. I'm sure that's it.”
Interviewees differentiate between different types of targeting...
‘Everyone gets that one’
it goes upon what your likes and dislikes are. If you search it, generally that means you like it. You’re going to search for something you want, or you like
Random/non-targeted
Demographics/targeted
“Credit cards and cars and financial stuff. Yeah, I think Yahoo is like focused towards the business person.” – P17, teen male (without a credit card, or a license)
contextualized adsadapted to viewing context
...but only appear aware of personalization
when a specific ‘reason’ can be thought up
Split attitudes towards personalized adsUS-representative survey (n=6000)
55% say that they like personalized ads49% want personalized ads that ‘target to
what I like’ 45% to target to ‘who I am’.
62% think they can recognize personalization.
Bay area survey (n=293)
“I like receiving ads that are personalized to me”
Useful, inspirational, and NOT annoying
Photo courtesy of Flickr user linecon0 under Creative Commons 2.0
When I was looking at prom dresses […] I think that it’s probably one of the only times that I’ve clicked on other ads.
It’s because I was desperate. It was the week of prom so I was looking for dresses online and I think there were ads and I was just going from website to website trying to find one.
“”
I bought [the jacket] so … show me a shirt that goes with it.“ ”
A loyalty-reward system […] this is actually an oddly interesting comparison, because this is one situation where I love that they know my behavior, my past behavior, as opposed to ads where I often find it annoying or intrusive.
“”
Photo courtesy of Flickr user Joelogon under Creative Commons 2.0
“ I don't like companies or brands that just always market what they are trying to sell.
They are human too, not like they’re a big Corporation.”
if I’m looking at a fashion magazine and I see an ad I like, or find it inspirational, I’ll put it up on my wall […]
The ones I do cut out are from like [fashion/style] magazine or something, so if I’m trying to be fashion forward […]
I find it inspirational or if it’s a style I want to try.
“
”
Anxieties & concerns
Perhaps if I was purchasing adult stuff, and [her son] saw the ads […].
He knows that those ads are personalized. He knows that they come to you because of what you do in there.
Yes, that would be extremely embarrassing […] to explain to him
“
”Photo courtesy of Flickr user orinrobertjohn under Creative Commons 2.0
Picking the right ‘engagement’ metric
“If I’m searching the next [video on Youtube] and I see a Geico ad with the lizard on it […]’ I’ll watch this all the time. I’m not necessarily going to buy Geico insurance, but I want to see what the lizard has to say”
“Usually, I don't click directly on ads. For example, if I saw that [clothing store] one, I might click on it but I just really go open a new tab and then type in the URL because I just feel like that’s safer.”
What’s a click?
What does a non-click mean?
Accentuate the positive, eliminate the negativeUseful, inspirational
Anxiety to click & social concerns
Predicting interest lifecycle (substitute vs. complement needs; major life events vs. common purchases)Beyond basic product categorization, include personal lifestyle and brand preferences
Don’t expect a click & be unobtrusive
Getting it right, can be wrong. Social consequences are more salient than abstract data concerns.
Evaluate on long-term revenue
Include other engagement metrics (e.g. searches, subscribing etc.) Katie O’Donnell Quehl –
Indiana University ([email protected]
u)
Henriette Cramer – Yahoo
Peoples’ Perception of Personalized Ads
Katie O’Donnell Quehl – Indiana University ([email protected])Henriette Cramer – Yahoo Labs ([email protected])
