REVEALED: Where brands are investing for the next wave of personalisation

Display, native and video is the next big personalisation priority for brand marketers, according to research from AI-powered marketing platform StackAdapt.

The channels topped the list for next personalisation investments, with almost a third (32%) of the 500 North American marketers surveyed planning to invest.

StackAdapt’s The State of Personalisation in Digital Marketing report says the prospect of new personalisation activations in display, native and video is thanks to improved automation, flexibility, and creative relevance through dynamic creative optimisation (DCO) and stronger data connections.

Paid social ranks second in the list, with 28% of marketers planning to invest in personalisation in the channel, followed by connected TV with 26%.

These are channels that more advanced brands are already exploring.

Currently, two thirds (65%) of brands that describe their personalisation efforts as advanced are using paid social, compared to half of all brands (52%).

Meanwhile, a third (33%) of advanced brands are using CTV, compared to just 14% of other brands, which demonstrates that broader and more integrated campaigns can deliver stronger results.

Conversely, just 12% of marketers plan to invest in email personalisation over the next 2 to 3 years, despite it being the top channel that brands currently use to personalise campaigns, with three quarters (76%) of respondents harnessing it.

This suggests that personalisation investment will increasingly go toward channels that extend reach even further, either on their own or as part of omnichannel strategies involving email.

Download StackAdapt’s FREE The State of Personalisation in Digital Marketing report to discover:

• Which personalisation tactics are driving the strongest revenue
• What tools marketers are using to power their personalisation
• What are the top challenges to scaling personalisation
• Where are the opportunities for growth