Survey: Relevant Banners Are Less Intrusive

Share this content:
Most people would view banner ads as less intrusive if they were more relevant to their specific areas of interest, a survey released yesterday by the Ponemon Institute showed.


The 2004 Survey on Internet Ads found consumers prefer banners that are relevant to their needs and interests by a 2-to-1 margin over those that are not relevant. Fifty-two percent said they would be more likely to click on targeted ads than others.


Ponemon, Tucson, AZ, a research institute specializing in privacy management practices in government and business, polled more than 1,000 people for this Web-based survey. Chapell & Associates and Revenue Science sponsored the study. Results are available at www.revenuescience.com/privacyreport.


Forty-five percent of respondents said they would be more willing to give additional personal information to get more ads targeted to their individual interests. But 55 percent preferred technology that enables targeted ads without collecting personal information.


Also, 69 percent preferred the use of privacy-enabling technology to prevent misuse of sensitive personal data over third-party verification of good privacy practices.


Nearly 60 percent said banner ads were "always annoying." This, Ponemon claims, is a frustration level just below that for spam and telemarketers. Forty-four percent preferred that the law ban unwanted Internet ads. A majority said they were unwilling to pay for ad blocking services or online content to stop such ads.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above