Studies show that people are skipping through more ads in 2009 than in 2008.
The Synovate company took a worldwide survey for “IN:FACT global study on media and advertising” showing that consumers were not too ad-friendly. When it comes to TV, about two thirds of the population surveyed thought that there were too many ads, and 39% said the same for the Internet.
Some people seek out ads to share or discuss with their friends and family, but when it comes to North Americans, they are trying harder to avoid advertisements. Over four in ten US consumers said they were skipping over the ads on TV and radio. People in this region are also avoiding Websites with intrusive ads more in 2009 than in previous years.
According to the company’s results, “When asked about positive ad-related activities, such as searching for advertisements online, sharing and discussing ads with friends, or following brands on Facebook and Twitter, responses were in the single digits. Most consumers reported never doing any such activities.”
Behavioral marketing seems like an appropriate answer. In fact, when Synovate asked about targeted television and Internet ads, 42% responded positively.
“But the majority of those who were up for receiving behaviorially targeted ads insisted that the information collected not be personally identifying. Respondents in the US and Canada were among those most concerned about privacy issues, and most likely to reject behavioral targeting on that basis.”