A new study has suggested that personalised internet marketing ads may be more likely to see success among online shoppers than their static counterparts.

ChoiceStream’s survey found that 39 per cent of internet shoppers would be more likely to click on an ad if it was personalised, with this increasing to 58 per cent of those who shop on the web several times a month.

The more consumers spend online the more interested they are in personalised ads, the research also indicated.

About 39 per cent respondents said they would be more likely to purchase from a brand they have seen in ads than from a source they did not recognise.

"The results of the 2008 survey clearly show that today’s online consumers are smarter and more sophisticated than ever before," Steve Johnson, president and chief executive of ChoiceStream, stated.

"They understand the value of online advertising and know retailers have information about their shopping behaviour that can make their experience more relevant."

Last year, ChoiceStream released the results of a panel survey at a webinar suggesting that 90 per cent of e-commerce professionals believe personalisation can increase sales through targeted up-sells and cross-sells.

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