This article is part of a series of articles on personalisation. Read more.

For today’s marketers, personalisation is the buzzword that just won’t quit. Little wonder; with major industries from banking to retail in flux, and increasing pressure on brands to deliver seamless customer experiences, it’s tempting to view personalisation as a silver bullet. After all, the closer you can get to the consumer amidst the clutter, the easier it becomes to keep your brand front of mind, boosting brand consideration and that all important bottom line – right?

Unfortunately, to date personalisation has been both rudimentary (think: insert name here) and the preserve of digital channels. As consumers grow more protective of their data, and more vocal about their digital fatigue, marketers must look to other channels to drive cut-through and maintain market share and consideration. The question is – can broadcast mediums deliver online “personalisation” in an offline environment, and remain effective?

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