Targeting Creeping Out Consumers? Not So, Says New Report

As the programmatic space revolves around efficient targeting and reaching "the right consumer, at the right time, in the right place," some recently released data should come as a relief.

That's because the majority of consumers -- 70% -- say they are comfortable receiving ads and content specifically targeted to them. This data should resonate even more with programmatic advertisers that are starting to use personalization in their creative.

The data comes from a survey ad retargeting firm Sociomantic conducted of 1,000 consumers, which looked at attitudes toward targeting, and ad effectiveness/influence based on targeting.

The data shows that targeting on the Web -- both online and on mobile devices -- is working. Consumers are twice as likely to be influenced by targeted Web ads (52% vs. 26%). In the mobile world, consumers are more than four times as likely to be influenced by targeted ads (22% vs. 5%).

Consumers have become increasingly influenced by video ads as well. The report says the percentage of people influenced by Web video rose from 7% to 22% when the ads were targeted.

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While the influence figures might be better suited for brand marketers, DR marketers are also seeing benefits to targeting. According to the report, 74% of people who find Web ads well-targeted and relevant are likely to act on a coupon delivered through that channel. Among general respondents, this number is 53%.

Similar to how mobile users are more influenced by targeted ads than online Web users (relative to the non-targeted figures), their likelihood to convert after seeing a targeted ad is higher too. Mobile coupon offers that are targeted and relevant lead to a 67% chance of action, compared to 35% by general respondents.

2 comments about "Targeting Creeping Out Consumers? Not So, Says New Report".
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  1. J Scherer from Pinpoint Group LLC, November 15, 2013 at 11:45 a.m.

    Targeted messaging is fine, so long as it allows a side door to opt-out. I think it's the RE-targeting that gets creepy and invasive. Just because my kid looked at Taylor Swift's new CD on my laptop does not mean she needs to follow me around in my web travels (not a fan).

  2. Michael Lynn from ECD Consulting, November 18, 2013 at 8:09 a.m.

    I would bet that the majority of people have no idea what the amount of information that is collected about them and sold to various companies to target those ads. If people knew more there would be an uproar. This is a train wreck waiting to happen.

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