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CREATIVE TARGETING USING PERSONALITY AND EMOTION TO
IMPROVE AD TARGETING AND ROI
VisualDNA & REALEYESJim Hodgkins & Mihkel Jäätma
Improving Ad Targeting Through Creative Targeting
Creative TargetingAudience Targeting 56% ROI increase
+ =
Understanding Emotional Engagement By Personality
The Proof
The Proof - Emotional Engagement Varies By Personality
Understanding Personality Type at Scale
Survey responderIndividual
Profile panel500k+ UK panel
Data network110m UK cookies
Creating Targeted Ads That Lift ROI
“Give two fingers to
convention”
“Bold
characters feel
unique”
“Beauty doesn’t
have to shout”
“Perfect nails,
beautiful smiles”
High Openness
Low Openness Low Extravert
High Extravert
Use simple
straightforward
language:
Go for a softer sell:
Use passionate
positive language:
They’re willing to take
risks and experiment:
Advertised to 2m+ impressions
creating 1,000+ purchases testing targeted creative against control
0 100 200 300 400 500 600ROI in %
0 100 200 300 400 500 600ROI in %0 100 200 300 400 500 600ROI in %
The Proof – ROI Uplift
LOW OPENNESS
HIGH OPENNESS HIGH EXTRAVERSION
LOW EXTRAVERSION
UNTARGETED TARGETED
0 100 200 300 400 500 600ROI in %
+2%
+64%
+17%
+138%
CREATIVE TARGETING USING PERSONALITY AND EMOTION TO
IMPROVE AD TARGETING AND ROI
VisualDNA & REALEYESJim Hodgkins & Mihkel Jäätma
