A personal touch
How personalization is unlocking business growth in APAC
Businesses are increasingly investing in personalized advertising to reach specific audience segments and efficiently expand their market presence. For small-to-medium-sized enterprises (SMEs), personalized advertising can be a powerful tool to level the playing field against larger competitors.
While traditional advertising channels, such as billboards and print media, remain important for building brand awareness and reaching broad audiences, personalized advertising offers small-to-medium enterprises (SMEs) the opportunity to harness personalization in their digital strategy and unlock greater value not just for themselves, but also for consumers and the wider economy.
This report was commissioned by Meta and offers a fresh perspective on the uses, benefits and enablers of personalized advertising. The analysis seeks to understand how personalized advertising supports SME growth, boosts economic activity and contributes to broader social outcomes across APAC markets. The focus of this research is on seven markets, including Australia, Indonesia, South Korea, Thailand, Vietnam, Japan and Malaysia.
The report finds that across APAC, SMEs are using personalized advertising to attract and retain consumers and drive revenue growth, with 78% of surveyed SMEs reporting increases in business revenue from the use of personalized advertising. The report also shows consumers prefer a tailored advertising experience and want to see more personalization in their ads, with 70% of surveyed consumers valuing personalized ads more than ads not tailored to their preferences.
