Market research company Synovate recently published the findings of a recent global advertising study and found that nearly a third of Americans are at least open to the idea of behaviorally-targeted advertising.
When asked “How would you feel if websites and TV channels developed technology that monitored what you use and watch so they would only show ads on brands and products they thought would interest you?,” 32 percent of American respondents said they would like this so long as none of the data gleaned could identify them. Eight percent said they would be open to this type of monitoring with “few, if any, concerns.”
Thirty-five percent wouldn’t be OK with this type of monitoring and 9 percent said they aren’t interested in this type of ad control.
Twenty-six percent of respondents worldwide voiced sentiments of acceptance, with 11 percent saying they’d accept this monitoring with few, if any, concerns.
Of this international group, 27 percent rejected this type of monitoring and 16 percent said this kind of ad control was of no interest to them.
The study also found that 35 percent of American respondents said they cannot live without their cell phones, but 39 percent also said that the number of mobile ads they currently see is sufficient while 54 percent said they wouldn’t accept more ads through their mobile devices even if they were paid.
Fifty-eight percent of American respondents said they cannot live without the Internet, the highest response of any of the 11 countries surveyed. However, 56 percent said there were too many ads online and 41 percent said they avoid sites that serve up intrusive ads more often than they did a year ago. Fifty-two percent said they are open to seeing more ads on the Internet if they were compensated for it.
Across all 11 markets, 68 percent said that there are too many ads on television, with 71 percent of Americans agreeing with this sentiment. Forty-eight percent of global respondents and 44 percent of American respondents say they turn down the volume, change the channel or fast-forward through commercials more than they did a year ago.
Meanwhile, 68 percent of respondents around the globe and 63 percent of Americans said they’ve never promoted a brand on their social networking page. However, 9 percent of Americans say they’re doing this more than last year.
Also, just 4 percent of Americans say they follow brands on Twitter, which presents a big window of opportunity for companies with Twitter presences.
Ads that are innovative/unique are most enjoyable to watch, getting 21 percent of both global and U.S. respondents saying so. Spontaneous/playful (16 percent global, 17 percent U.S.) and optimistic/happy/straightforward ads (14 percent global, 12 percent U.S.) were also well-received.
“A lot of the most popular ads tap into this need of fun and light-heartedness,” said Steve Garton, executive director of Synovate’s media research group. “People are down and bored with the negative news about the economy and want something upbeat to lift their spirits.”
Sources:
http://www.synovate.com/news/article/2009/12/advertising-in-the-us-synovate-global-survey-shows-internet-innovation-and-online-privacy-a-must.html
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118498
http://www.emarketer.com/Article.aspx?R=1007407
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