Kantar Study Says: Ads Are Getting Better (Sort Of)

Charlene Weisler amp160What for you was the biggest takeaway from the Dimension surveyManish Bhatia amp160One of the biggest takeaways we found is that data is changing everything and not always for the better amp160While data helps advertising become more effective and efficient than ever marketers who rely on the wrong data or use the right data in the wrong way risk turning consumers off and damaging perception of their brandsamp160Charleneamp160 Your results indicate that 47 of those using ad blockers say they have issues with aspects of online advertising as opposed to ads themselves amp160What type of issuesManish amp160We believe excessive retargeting is contributing to these concerns 71 of those we surveyed agree that they see the same ads over and over again and we saw many complaints about being bombarded by advertising amp160Respondents expressed annoyance at being shown ads for items that had recently been purchased amp160The industry leaders we interviewed also agreed that saturation has become a significant concernCharlene amp160At what point does addressable advertising tip into invasion of privacyManish amp160We found itamp8217s really a balancing act for both advertisers and consumers amp160When targeted ads are relatively benign and beneficial to consumers they often donamp8217t mind the fact that their data was shared for example if they are offered a coupon for a product they often buy amp160But ads can also start to seem too intrusiveCharlene amp160Does it vary by platformManish amp160Mobile definitely can raise greater concerns about privacy because those devices are so personal amp160Some consumers may also be concerned about geotargeting ads that leverage their physical locationCharlene amp160How can feelings of invasions of privacy be avoidedManish amp160Paying attention to frequency and context can help amp160Seeing ads too often and seeing ads at inconvenient times or linked with the wrong kind of content can definitely be viewed as intrusiveCharleneamp160 When you talk about matching creative with context can you give some good examples of what works and what might not workManish amp160Donamp8217t just match ads to content but rather to consumer mindset and behavior amp160Someone who is reading a serious article about food safety is in a different place from someone whoamp8217s looking at recipes amp160Someone whoamp8217s browsing for quick info from a phone may be too busy to take in an ad or might even view it as an annoyanceCharlene amp160How can this best be implementedManish amp160You need a full understanding of all the media consumers are using amp8211 often in this hybrid world all at the same time amp160True crossmedia measurement is key otherwise you risk becoming siloed and serving too many of the same ads through different channelsCharlene amp160What are some of the lessons that programmers can take from your studyManish amp160Invest in quality data and tools that will give you a complete picture of the media landscape amp8211 and then make sure you use them wisely amp160Make sure to provide consumers with a compelling experienceamp160 Youamp8217ll find that they reward you for itCharlene amp160Is this a trend study do you have yeartoyear comparisonsManish amp160Dimension will be a trend study but this is our first year amp160Check back with us next year and weamp8217ll be happy to update you amp160Weamp8217re going to be tracking perceptions of advertising on an ongoing basis via our Ad Positive score so weamp8217ll have a better answer for you next year amp160But overall targeted advertising can be effective if itamp8217s done well amp16064 of consumers we surveyed said they prefer to see advertising that is relevant to their interestsClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Kantar Study Says: Ads Are Getting Better (Sort Of)

Author

Publish date

Channel

Charlene Weisler

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Kantar Study Says: Ads Are Getting Better (Sort Of)

Enjoying This Commentary? There's More to Love

Charlene Weisler

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

The payment was successful

Cookies