Liva LaMontagne says, “From previous posts on Big Five personality research in marketing we know that different personalities prefer different images and messages in ads. Personalizing ads based on personality can yield a high return on your marketing investment. Today let’s look at a study comparing the clickthrough rates of personality-matched Facebook ads to the benchmark clickthrough rate in the traveling category.

The study

Sandra Matz and Vesselin Popov, researchers at the Psychometrics Centre, Cambridge University, collaborated with Grayling UK, an agency working with Hilton Worldwide, to study the effectiveness of personality-based tailored marketing campaigns for the Hilton HHonors Summer and Winter Sales“.

Personality-Matched Ads: How Hilton Worldwide effectively personalized its marketing messages

MarketingExperiments Blog

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