Trending Personalized Advertisements: The Changing Dynamics of Advertising in Digital Era

Abstract

In the contemporary landscape of global commerce, advertising stands as the linchpin connecting businesses with consumers, orchestrating a symphony of messages and images to capture the attention of an increasingly discerning audience. The digital age has ushered in an unprecedented era of connectivity, transforming the dynamics of advertising and propelling it into a realm where personalization is not merely an option but a strategic imperative. Advertising has indeed undergone a captivating evolutionary journey, progressing from the era of mass broadcasting to the contemporary epoch of hyper-targeted messaging. The advent of digital platforms and the widespread availability of the Internet have been instrumental in reshaping the very essence of advertising. This transformation has transcended geographical constraints, giving rise to a global marketplace wherein ideas and products traverse borders effortlessly. The democratization of access to information in the digital era has empowered consumers and equipped advertisers with a diverse array of tools to comprehend and engage with their audience in unprecedented ways. The present study highlights the paradigm shift in the advertising world and sheds light on personalized advertisements and consumer trends. A descriptive research design has been adopted to carry forward this research and survey has been taken as a research method. A self-constructed structured questionnaire as a tool has been adopted to carry the research study. The findings of this study indicates that a large number of respondents 64.1% often or sometimes like personalized advertisements and 33.3% often add product (shown in ad) to their cart. About 36.9% of respondents agreed that they will be happy to see more personalized ads and 40.8% agreed that they respond positively to personalized ads. The analysis of survey indicates that personalized advertising is trending among young and middle-aged adults. Finally, the research throws light on the reasons behind the popularity of personalized advertisements and summarizes suggestions made by analysing the survey to enrich the advertising industry database.: