Consumers Want Personalization—Here’s How Zero-Party Data Can Help

Consumers are craving more personalized interactions with brands, and there’s a huge opportunity for advertisers to meet this demand. According to a recent study from iHeartMedia and Malcolm Gladwell’s Pushkin Industries, consumers feel increasingly ignored by advertisers. Specifically: 

• 44% percent of consumers feel ignored by advertisers
• 70% feel the ads they are served are irrelevant despite targeting 
• 72% don’t want to buy products from brands that are ignoring them 

That’s a lot of wasted ad dollars and missed opportunities! But imagine if brands simply asked their audience what they wanted upfront. How different would the response be?

ViralGains helps brands do just that—by transforming digital ads into conversations with consumers. By leveraging zero-party data (data that customers voluntarily share) in ads, brands can move beyond generic messages and create highly personalized experiences that resonate with audiences on a deeper level – so they feel heard, not ignored.

For example, ViralGains created dynamic Zero-Party Ads for a top athletic brand that accomplished three things at once:

• Drove brand awareness among runners
• Understood the motivation for running through dynamic surveys  
• Recommended the best sneaker for each respondent’s declared motivation, whether for daily jogging or race day.

The result? Doubling ad engagement rates, boosting brand lift while reducing wasted spend by focusing on genuinely interested customers.

What Our Clients Are Saying

Our customers are seeing the benefits from this approach. Here’s what they’re saying:

• “Zero-party data has allowed us to engage with our audience on a much deeper level by leveraging the insights they willingly share. It’s a game-changer for personalized marketing.”
  — Amy Siegel, VP of Digital Activation & Innovation at Dentsu
• “Zero-party data has opened up a direct line of communication with consumers allowing us to create custom, tailored campaigns specific to our clients business. In partnership with ViralGains we are able to create audiences based on real time responses to questions built into the ad experiences. This allows us to deliver meaningful messages to consumers who are expressing interest in a specific brand/product, driving efficiency against relevant audiences. As a result we’ve unlocked rich consumer data insights that provide a look into consumer mindsets, allowing us to optimize campaigns to align with our clients goals.”
  — Kaitlyn Beggs, VP, Director of Precision Media at Digitas (Publicis Groupe)
• “On our most recent campaign together, zero-party data let us gauge responses to our video assets in real-time to understand user sentiment and where in their journey viewers were. It was beneficial to then use that to re-message accordingly to ensure ensuing creative was most relevant and likely to prompt re-engagement from those interested consumers.”
  — Dylan Lovering, PhD (Omnicom Media Group)

Zero-Party Data is a powerful tool that allows brands to truly listen to their customers and deliver meaningful, personalized experiences.  Instead of guessing what your audience wants, ask them—and use their insights to create ads that speak directly to their needs.

How interested are you in exploring Zero-Party Data for your advertising or marketing campaigns? Tell us below!