According to recent worldwide research by Synovate many consumers are willing to accept behavioural targeting in order to improve their experience with advertising.
One of the main conditions however is that the collected data don’t enable media or advertisers to identify them personally.
This is as well the case for advertising on TV as for advertising on the internet. We mainly look at the findings regarding online advertising since they contain some remarkable conclusions for online media.
Synovate found that two thirds of the respondents have avoided websites that they feel have intrusive advertising. And that’s a clear warning sign for online media!
In some countries this figure even rose to over 80% (the US, Canada, Australia and Spain).
In general 39% of the surveyed respondents feel that there are too many ads on the web.
Worldwide 42% of those interviewed said” they would like it if websites and TV channels developed technology that monitored the sites you use and the TV channels you watch so they could make the ads you see more relevant to your interests”.
27% completely reject the idea of behavioural targeting, mainly because they feel uncomfortable about the data collection.
Synovate concludes: “whether people think of targeted ads as too 'big brother' or their 'best friend' will come down to how the industry manages privacy, data collection and education”.
www.synovate.com |