BOSTON--(ChoiceStream, a leading innovator in targeted advertising solutions, today released its 2012 Study of Consumer Opinions on Audience Targeting & Relevant Offers. The study shows that consumers are more likely to engage with online and mobile outlets that cater to their interests with relevant ads, but the greatest challenge for marketers remains generating accurately targeted and personalized advertisements.)--
“It’s clear that some consumers are frustrated when they’re shown offers that do not match their interests. But, when brands deliver engaging and relevant ads, results follow. To do this, brands need to take a more sophisticated approach to analyzing consumer behavior and designing dynamic ads.”
The study revealed that the consumers most receptive to personalized online content were also the largest spenders. Specifically, 44 percent of active online shoppers--those who spent over $500 online in the past six months--prefer personalized ads, as do the 72 percent of shoppers who spent more than $250 in the past six months. Further, 20 percent of consumers surveyed noted that they recently made a purchase online after seeing a product “recommended for you,” in an advertisement.
The findings are based upon the results of nearly 700 U.S. consumers who responded to a series of questions regarding personalized advertising. Consumers were segmented and evenly distributed by gender and age. Other key findings include:
- Most attempts at relevant advertisements missed the mark. Nearly one half of all consumers polled (48 percent) feel that advertisements are annoying because they don’t match their interests.
- Display ads lead to search. Based on the data, 36 percent of respondents searched for more information on a product or service, after seeing a relevant ad.
- Mobile purchasing is still for early adopters. Results show that mobile still has room to grow with 93 percent of respondents claiming they have not yet made a purchase from their mobile device after seeing a mobile ad.
“Our results show that when consumers are targeted with a relevant, personalized ad, they spend more online,” said Eric Bosco, COO, ChoiceStream. “It’s clear that some consumers are frustrated when they’re shown offers that do not match their interests. But, when brands deliver engaging and relevant ads, results follow. To do this, brands need to take a more sophisticated approach to analyzing consumer behavior and designing dynamic ads.”
For a link to the full study, visit www.choicestream.com/landing-page/2012-survey-download/
About ChoiceStream, Inc.
ChoiceStream provides personalized advertising solutions that are proven to increase revenue and customer engagement for today’s leading brands. For more than ten years, brands have relied on ChoiceStream to create a more engaging, personally relevant experience for their consumers. By transforming audience behavior into intelligence, ChoiceStream is able to help today’s biggest brands target their most qualified prospects with the right advertisements. For more information, visit www.choicestream.com. Interact on our blog at http://www.choicestream.com/newsfeed/blog/ and follow us on Twitter @ChoiceStream.