It’s all about customizing ads

Posted on Aug 29, 2018
By Gaurav Aidasani

Imagine this: A company customizes its logo as per voice. This means the logo will change color every time it hears your voice. Isn’t that so cool? It’s like the logo is listening to every word you’re saying and responding to you by changing its color. Or let’s say a brand introduces a limited edition offer especially for Emirati Women’s Day. Well, that’s the wonder of custom advertising. The marketer introduces an element of personalization that not only makes you curious but also makes you want to interact with the brand.


Since the early 2000s, companies have been planning strategies based on consumer habits, tastes and preferences and other relevant data. This helps them to not just create ads but create ads that are more personalized and focused on the customer. Today, custom advertising is so widespread that people have come to understand that their personal information is not so personal anymore. Some see this as an invasion of privacy while most love the attention.  

About 70% people prefer ads that are relevant to their interests and habits  
20% feel like it’s invading their privacy 
10% don’t really care  

Research has it that custom video ads lead to higher performance and increase completion rates by atleast 30%. Display ads that are customized based on target audience also increase engagement by atleast 20-25%. People tend to spend more time on these ads and engage with them.  

Custom ads help boost engagement as people are tired of seeing ads that are not relevant to them and crave to see ads that are. They are more open than ever to share personal information as long as marketers deliver to their expectations. In short, custom advertising is a method by which a marketer tries to customize a message by keeping in mind the needs and interests of its customers.