An investigation of personalization strategies in digital advertising: A case study of an online streaming service in Abuja.
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- NGN 5000
Background of the study:
Personalization strategies in digital advertising have gained significant momentum as brands strive to deliver tailored content that resonates with individual consumer preferences. Online streaming services in Abuja are at the forefront of this transformation, employing advanced algorithms and data analytics to customize advertisements based on user behavior and demographic profiles (Okoro, 2023). By analyzing user viewing patterns and engagement metrics, these services create dynamic ad experiences that are designed to improve customer satisfaction and increase subscription rates. This study explores how personalization impacts consumer engagement, focusing on aspects such as real-time content adaptation, targeted promotions, and the integration of user feedback into advertising models. The digital ecosystem’s evolution has prompted marketers to move away from one-size-fits-all strategies toward more refined, data-driven approaches that enhance the overall user experience (Afolabi, 2024). In doing so, online streaming platforms can differentiate themselves in a competitive market and foster stronger customer loyalty. This research delves into the technical, strategic, and ethical dimensions of personalization, examining the balance between data privacy and consumer benefits. It further discusses the challenges of maintaining accuracy and relevancy in rapidly changing digital environments, thereby providing a comprehensive understanding of the personalization phenomenon in digital advertising (Ibrahim, 2023).
Statement of the problem:
Online streaming services in Abuja face the challenge of optimizing personalization strategies amid rapid technological advancements and evolving consumer expectations. Despite significant investments in data analytics and algorithmic personalization, many platforms struggle to achieve the desired levels of engagement and conversion due to issues such as data quality, privacy concerns, and the complexity of accurately predicting user preferences (Nwankwo, 2023). This study addresses the gap by investigating the effectiveness of current personalization techniques and identifying obstacles that hinder optimal performance. In doing so, it aims to propose solutions that can enhance ad relevance and user satisfaction, ultimately leading to improved subscription rates and brand loyalty (Olu, 2024).
Objectives of the study:
To assess the effectiveness of personalization strategies in digital advertising.
To identify challenges in implementing personalized advertising in online streaming.
To recommend improvements to optimize user engagement and conversion rates.
Research questions:
How do personalization strategies influence user engagement in digital advertising?
What are the main challenges in implementing effective personalization for streaming services?
What improvements can be made to enhance the impact of personalized ads?
Significance of the study:
This study is significant as it provides insights into the role of personalization in enhancing digital advertising outcomes. The findings will help online streaming services in Abuja refine their advertising strategies to achieve higher engagement and conversion rates while addressing data privacy concerns. The recommendations are expected to benefit marketers and platform managers by offering actionable strategies to improve user experiences (Okoro, 2023; Afolabi, 2024).
Scope and limitations of the study:
This study is limited to personalization strategies within an online streaming service in Abuja and does not extend to other digital advertising channels.
Definitions of terms:
Personalization strategies: Tailored marketing techniques based on individual user data.
Digital advertising: Online promotion of products or services through digital channels.
Online streaming service: A digital platform that delivers video or audio content via the internet.
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