Relevant Banners Reduce User Ire

  |  September 9, 2004   |  Comments

Most people would find banner ads less annoying if they were more relevant to their interests or needs, according to a study released today by the Ponemon Institute.

Most people would find banner ads less annoying if they were more relevant to their interests or needs, according to a study released today by the Ponemon Institute.

The 2004 Survey on Internet Ads revealed that 66 percent of those surveyed would find relevant ads less annoying, and that 52 percent would be more likely to respond to a relevant banner ad.

"This really goes against the conventional wisdom and shows that it is the irrelevant content of ads rather than the ads themselves that consumers object to," said Dr. Larry Ponemon, founder and chairman of Ponemon Institute, the Tucson, Ariz.-based information management research firm which conducted the study.

Marketers have always looked for ways to deliver more relevant advertising, and the latest tactics include behavioral marketing and contextual advertising. A recent Jupiter Research study found that behavioral marketing use was up 60 percent over last year, although only about 16 percent of advertisers used it as a campaign tactic in 2004.

Of the 1,054 usable survey responses in Ponemon's study, nearly 60 percent of respondents said banner ads were "always annoying" -- approaching the mid-60-percent response for spam and telemarketers. However, the majority indicated that they were unwilling to pay -- either for ad blocking services or online content -- to stop such ads.

"It shouldn't be surprising that consumers' economic interest outweigh their dislike of advertising," Ponemon said.

The study also found that nearly half of the respondents, 45 percent, would give up some personal information if it meant they would receive more ads targeted to their individual interests. But the respondents also made it clear that they'd rather not give up any personally identifiable information (PII), with 55 percent saying they would be more likely to visit a site that used targeted ads without collecting PII.

"Ideally, consumers would like to not have any ads, but that's an irrational option. Short of that, they'd like to see targeted ads without giving up personally identifiable information," Ponemon said.

The results did show that online advertising was still effective, since 31 percent of respondents said they had responded to a product or promotional offer and 7 percent of respondents said that they had made a purchase or engaged in a service based on a banner ad, he said.

"Despite all the negativity, people admit that banner ads sometimes are of value," he said.

The respondents would prefer not to leave the security of their personal data at the mercy of marketers' good faith: sixty-nine percent said they would favor the use of privacy-enabling technology to prevent misuse of sensitive personal data, rather than third-party verification of "good" privacy practices.

The survey portion of the study consisted of a Web-based questionnaire given to individuals at least 18 years old who have daily access to the Internet either via a home computer, a business computer or both. The survey was co-sponsored by Chapell & Associates, a research and consulting firm focused on privacy marketing, and Revenue Science, a behavioral targeting firm. Ponemon is quick to point out that although Revenue Science engaged the Ponemon Institute to do the study, the company had no control over the research and made no attempts to bias th

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...