{"id":945290,"date":"2019-10-07T16:19:04","date_gmt":"2019-10-07T23:19:04","guid":{"rendered":"http:\/\/customerthink.com\/?p=945290"},"modified":"2019-10-07T16:19:04","modified_gmt":"2019-10-07T23:19:04","slug":"message-fatigue-no-more-cdps-personalization-to-the-rescue","status":"publish","type":"post","link":"https:\/\/customerthink.com\/message-fatigue-no-more-cdps-personalization-to-the-rescue\/","title":{"rendered":"Message Fatigue No More: CDPs & Personalization to the Rescue"},"content":{"rendered":"
We hit an important milestone in the history of digital advertising this year. <\/p>\n
According to eMarketer<\/a>, digital media buys will surpass traditional U.S. ad spend for the first time, representing 54.2 percent of the total $238.82 billion ad spend in 2019. But do digital messages resonate with consumers? <\/p>\n It\u2019s easy to understand why the focus is on digital media buys. Americans spend more than six hours a day<\/a> consuming digital media, which accounts for more than any other form of media (TV, radio, magazines, newspapers) combined. <\/p>\n The Transition from Traditional to Digital Spend <\/strong> There are also attribution and measurement concerns, one of which is cost-per-click, the traditional method for how advertisers pay publishers. This model is simply misaligned for marketers whose KPIs correlate much more than clicks with engagement over the course of an entire buying journey. <\/p>\n In addition to these considerations, what can truly stop a marketer in their tracks is the fear of frustrating customers with messaging that is irrelevant to their lifestyle and history with the brand. Showing a customer an ad for a product that they\u2019ve already purchased introduces friction into the customer journey, creates a negative brand impression and leaves the customer with the feeling that the brand does not value their individual preferences. According to a recent study, 77 percent of consumers<\/a> say they see too many retargeting ads from the same retailers. Further, 88 percent said that they\u2019ve seen a retargeted ad for a product they\u2019ve already purchased.<\/p>\n
\nFor brands, however, transitioning from traditional advertising channels to digital is not as simple as it might seem. For one, advertisers are wary of \u201cad tech taxes,\u201d which the Association of National Advertisers (ANA) recently estimated at roughly 42 cents<\/a> of every media dollar. <\/p>\n