Do Not Call Me; Do Not Advertise to Me

by , Jan 27, 2004, 12:00 AM
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Do Not Call Me; Do Not Advertise to Me

Chris Charron of Forrester Research reports that an advertising backlash is upon us.
  • Sixty million US households have signed up for the Do Not Call Registry.
  • Fifty-four of online households have spam blockers;
  • 20% have ad blockers.
  • Personal video recorder households skip 59% of ads.
  • Multitasking, especially among younger consumers, is sapping consumer attention away from advertising.

    For marketers, Charron says, the solution to the backlash comes as permission-based marketing and household targeted ads. Delivering relevant ads that are delivered based on consumer profiles is every marketer's dream.

    There are glimmers of hope, he continues.

  • Twenty million households already have addressable digital cable boxes, which means that no new devices or interfaces are needed.
  • Direct marketers are ready and willing to pay hefty premiums -- up to $550 CPM rates -- for the privilege of targeting selected households.
  • 54% of marketers say they would accept aggregating delivery confirmation data -- rather than demand household-level metrics -- which alleviates potential privacy concerns.

    21 Database Marketers Interested In Targeted TV Advertising
    How much are you willing to pay per household impression?


    $.05-.24 29%
    $.25-.50 33%
    $.51-1.00 24%
    $1.01-2.00 14%
    Source: Forrester Research

    But Charron points out two major obstacles:

  • Targeted TV ads aren't compatible with the way most TV is delivered. Over-the-air broadcast and analog cable -- used by 56% of US households -- cannot uniquely identify households.
  • Cable operators, media companies, and marketers aren't ready to embrace dis-aggregation of audiences. Media buyers and sellers still value reach over relevancy.
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