Blog: Personalised ads attract more attention

Sophie Boerman wrote a blog for SWOCC (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie – the Dutch Foundation for Research in Commercial Communication) about a recent eye tracking study that examined the effects of personalised advertisements.

The study, conducted by Bang & Wojdinsky, showed that consumers pay more attention to ads that are personalised by using their name, location, and their current university than to non-personalised ads.

You can find Sophie’s blog (in Dutch) here:

http://www.swocc.nl/kennisbank-item/gepersonaliseerde-advertenties-trekken-meer-aandacht/