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India's Consumers Want Tailor-Made Ads

Personalization considered the best way to improve online advertising

August 8, 2017 | Advertising & Marketing | Mobile

India’s consumers are showing an interest in customized advertising. A new survey of smartphone owners in the country conducted by Adobe in February found that 75% desired to see customized online ads. That figure was even higher among millennials, at 80%.

In addition, 32% of respondents said the best way to improve digital ads would be to make them more personalized.

Primary Factor that Would Improve Digital Ads* According to Smartphone Owners in Australia, India and South Korea, Feb 2017 (% of respondents)

That compared with 27% who said ads would be most bettered by more closely aligning with their personal values, and 22% who thought seeing ads less frequently would be the biggest improvement.

The desire for more personalized ads was also stronger in India than in either Australia or South Korea, the two other markets in the Asia-Pacific region where Adobe conducted its poll.

Respondents in India also stated a strong preference for personalization when it came to video ads. One-third of respondents said increasing the personal relevance of video ads would most improve them.

Marketers should take note of the desire for more tailored digital ad experiences in India. eMarketer expects digital ad spending in the country to total $1.2 billion in 2017, an increase of 30% from last year. That growth rate is expected to stay well into double digits through the end of the forecast period in 2021.

Rahul Chadha

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