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?
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.