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  • How can ‘social labelling’ encourage people to spend?
  • How can ‘social labelling’ encourage people to spend?
    Davide D’Amico, Creative Commons (2017) ©

You’re talking to me? The science of targeted ads

Advertisers are always seeking ways to catch the consumer eye, and they’re now moving beyond tailoring messages merely based on age and gender. Canvas8 spoke with Christopher Summers, assistant professor at the Darla Moore School of Business, to find out why behavioural targeting really sells.

Location Global

The UK’s Electoral Commission estimated that more than 99% of ad spend on social media ahead of the June 2017 general election went towards Facebook. And while advertising through social platforms has certainly taken off in recent years – Facebook has more than four million advertisers, while Instagram has over 200,000 each month – the world of political ‘dark advertising’ tells a rather unsettling story, with people discovering that parties were directing their messages specifically towards constituencies with marginal seats.

Consumers are a savvy bunch – they’re becoming blind to online ads, fighting ...



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