Marketecture: Get Smart. Fast. Episode 105: Live from CES, plus Professor Matz from Columbia B-School talks about psychology in advertising
Jan 10, 2025
Join Sandra Matz, a Professor of Management at Columbia Business School, as she dives into the fascinating role of psychology in advertising. Matz discusses how personality traits shape consumer behavior and how AI is revolutionizing personalized marketing. The hosts share insights from CES, highlighting trends in connected TV advertising, including Comcast's Universal Ads for small businesses. They also address the challenges and opportunities in content curation and the evolving landscape of retail media.
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Big Five Personality Model Validity
- The Big Five personality traits (openness, conscientiousness, extroversion, agreeableness, neuroticism) are scientifically validated and cut across cultures.
- These traits predict a wide range of behaviors and can guide tailored advertising strategies for different personality types.
Facebook Study Boosts Ad Conversions
- A study using Facebook data split women into extroverted and introverted groups, creating personalized ads for beauty products.
- Matching ad style to personality increased conversion rates by about 50%, even with crude targeting.
Using Interests to Infer Personality
- Interests can act as proxies for personality traits to enable targeting when direct personality data isn't available.
- Platforms limit direct personality targeting, but AI can infer traits from user behavior and interests.
