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Half of UK Would Reject Behavioural Targeted Advertising
UK consumers are still approaching behavioural targeting with caution and suspicion according to a new study released by Addvantage Media which showed over half of Brits would opt out of behavioural targeted advertising given the choice.
Behavioural targeting has proven contentious because the information gathered on consumer search habits and browser history is taken largely at the ignorance of the general public. Most internet users do not realise that the keywords they use to search for web pages are monitored and used by advertisers to filter advertising that should be relevant to the user.
One in three UK consumers said they would be “very likely” to opt out of behavioural targeting given the choice, whilst one in five admitted they would be “likely” to opt out. Combining the two demographics, 52 per cent of Brits would opt out of behavioural online advertising.
Managing partner at Addvantage Media, Edward Tijdink said in a press release: “It’s clear that consumers are still inherently suspicious of the notion of behavioural targeting and the research would seem to suggest that, on top of privacy concerns, this may be because it is seen to be irrelevant in the large majority of cases.”
This claim was backed by further evidence from the study, which showed that 45 per cent of consumers claimed they had never seen a relevant targeted ad in their browser. The findings go against recent reports from the NAI that behavioural targeted advertising was twice as effective as normal online advertising.
“Too many brands seem to be approaching behavioural targeting as the solution to all their online advertising problems,” said Mr Tijdink, however, the reality is, “there is no one-size-fits all approach.”
Search Marketing news posted by Scott Tickner on 06 April 2010
