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Consumers want control over online adverts
Marketing News |
17/05/2012
Almost half of all consumers would like to control the type of advertising they see online, it has been reported.
Research conducted by the Internet Advertising Bureau UK (IAB UK) and ValueClick found that 45 per cent would welcome an element of choice in the material they view.
In addition, 40 per cent of consumers said they would like easy access to the information being shared about them.
Just over a third of those interviewed (36 per cent) said they desire information about who was showing them a particular ad.
However, the majority of UK consumers do recognise the benefits advertising brings, with 61 per cent expecting a large portion of the internet to 'disappear' without marketing.
Some 52 per cent said they are happy to see online advertising because it supports online services and content at little or no cost.
Only one in ten people would be willing to pay for websites and online services they currently use for free if those services removed advertising.
The majority were in favour of personalised or more relevant advertising online, with 55 per cent preferring to see online advertising geared towards their interests.
Some 59 per cent would rather see a lower number of relevant ads online than a higher number of less relevant ones.
Nick Stringer, director of regulatory affairs at the IAB UK, said the research shows the balance that the industry needs to strike.
He said marketers need to provide "clear and transparent information and control" to empower consumers and help them safeguard their privacy, while enabling relevant advertising to help fund the quality content and services that they demand.
"Businesses across Europe are rolling out a new icon in online ads to enable this," Mr Stringer stated.
"Backed by a campaign to explain how online advertising works and what the icon means, this study will help inform our communication."
Posted by John Lynes
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