A comparative study of digital ad personalization on consumer recall: Evidence from an online advertising campaign in Kaduna, Nigeria
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Background of the study
Digital ad personalization tailors advertising content to individual consumer preferences, potentially enhancing brand recall and engagement. This study compares different digital ad personalization techniques and their effects on consumer recall in an online advertising campaign in Kaduna, Nigeria. Personalized ads are designed to resonate with consumers by addressing their specific needs and interests, thereby making the ads more memorable (Oluwaseun, 2023). In Kaduna, where digital consumption is growing, brands are increasingly investing in personalized advertising to stand out in a competitive market. Research has shown that when consumers see ads that are relevant to them, the likelihood of recall and subsequent engagement increases (Chima, 2024). However, challenges such as data privacy concerns and over-personalization remain significant barriers. This study examines various personalization strategies, compares their effectiveness in terms of consumer recall, and discusses the implications for online advertising practices. It also addresses how personalization can be balanced with respect for consumer privacy, providing a framework for optimizing digital advertising campaigns in Kaduna.
Statement of the problem
Despite the potential benefits of digital ad personalization, many online advertising campaigns in Kaduna struggle to achieve high consumer recall rates. Challenges include inconsistent personalization efforts, data privacy issues, and consumer fatigue from overly personalized content. These challenges diminish the effectiveness of ad campaigns, reducing brand recall and engagement. This study seeks to address these issues by comparing different personalization techniques to determine which methods yield the best results in terms of consumer recall. By identifying the strengths and weaknesses of current personalization strategies, the research aims to offer actionable insights for improving online advertising campaigns (Oluwaseun, 2023; Chima, 2024).
Objectives of the Study
To compare the effectiveness of various digital ad personalization techniques on consumer recall.
To identify key factors that influence ad recall in personalized campaigns.
To propose recommendations for optimizing personalized online advertising strategies.
Research Questions
How do different digital ad personalization techniques affect consumer recall in Kaduna?
What are the key factors that enhance ad recall through personalization?
How can online advertising campaigns be optimized to improve consumer recall?
Significance of the study
This study is significant as it provides a comparative analysis of digital ad personalization strategies and their impact on consumer recall. The findings will assist advertisers in Kaduna in designing campaigns that are both engaging and memorable, contributing to more effective digital advertising practices. The research adds to the broader discourse on personalization in marketing (Oluwaseun, 2023).
Scope and limitations of the study
The study is limited to analyzing digital ad personalization in an online advertising campaign in Kaduna, Nigeria, and does not extend to other digital marketing methods or geographical areas.
Definitions of terms
Digital Ad Personalization: The tailoring of online advertisements to individual consumer preferences using data-driven techniques.
Consumer Recall: The ability of consumers to remember an advertisement or brand after exposure.
Online Advertising Campaign: A coordinated series of online advertisements designed to promote a product or service.
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