Today, there’s no reason a person who doesn’t use makeup should be made to watch a lipstick promo, or that someone in Montana watches a commercial about a company local only to Californians.
That’s the olden way of making ads, the one-size-fits-all approach to get a product in front of the masses. But now, with the help of big data and more personalization tools, it’s possible to craft a message tailored to a consumer’s location, education level, interests and even community. Eric Frankel, founder and CEO of AdGreetz, thinks brands are starting to take advantage of this cheaper, more effective way of engaging today’s consumers.