The Perks of Personalization

Posted by Sophie Palmer on Dec 6, 2018 12:01:00 PM

If you love social media, you’re not alone. We’ve all seen the headlines touting social’s rapid adoption and global dominance. If that sounds hyperbolic, here’s a fun fact to put things into perspective: in the next two years, social advertising spend will surpass all historical spend on TV to-date.  To reiterate, that’s approximately a decade’s worth of social spend surpassing every penny ever spent on TV advertising since the 1950s.

Let that soak in…


The invention of TV brought brands into homes across the world. Social did it one better by bringing brands into conversation with people across the world. So, instead of creating one ad to run across a few channels, brands could now create multiple ads that speak directly to each unique audience segment and run them across just one channel.

Put simply, brands can now be in conversation with their consumers in ways that just weren’t possible with TV. While TV allowed you to reach a larger audience faster, it lacked the ability to gather learnings quickly enough to respond in real time.  With social that’s changed.


What makes conversation on social possible is the ability to personalize. With social, brands can virtually analyze responses similarly to how one might read body language or verbal response—adjusting communications in real time to better relate and reach the right people.

And that’s how the social media advertising market has generated over $17 billion in revenue  (that’s double the revenue generated just five years ago), by getting personal.


Ad platforms on social are a treasure trove of information on who your customers are and what they want, making it easier than ever to get the right message to the right people at the right time (can you say triple threat?). For ads to be useful to audiences,  and therefore welcomed in-feed, they must be those three things.

Better advertising from better creative leads to better user experiences on platform, which keeps everyone happy—from the marketer to the social platform to the consumer.

Looking for a better way to develop better creative? Get in touch. Our Creative Intelligence tool can help provide you with the creative data needed to craft ads that feel tailor-made for all your audiences so you can ship the right message at the right time, every time.


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Topics: ads