Study: Personalized online advertising is rejected by the majority
While personalized online advertising offers benefits to companies, the majority of users reject it. This is confirmed by a recent survey by Fittkau & Maaß Consulting, which found that one in two German users has reservations about personalized online ads.
The main reason for the widespread rejection is data protection concerns. More than half of users are concerned about this, and just as many find personalized advertising unpleasant and feel that they are being watched while surfing. "Although advertising on the internet is used to finance online services, which are mostly consumed free of charge, most internet users dislike it. Especially when they feel they are being spied on. Current discussions about the omnipotence of Google, for example, strongly fuel this suspicion", says Susanne Fittkau, Managing Director of Fittkau & Maaß, to Pressetext.
For advertisers, personalized online advertising is likely to become a balancing act between acceptance and reactance in the future, the authors of the study believe. This is because it can be assumed that the sector will continue to grow and the number of ads will increase, but at the same time the increase in personalized advertising could reinforce the negative impression on users. The fear is that this could increase the feeling of being "stalked".
As much as personalized advertising has a potentially positive effect for companies, it is also important to dispel the vehement concerns of users. Personalized product recommendations are also rejected by one in four. Clear supporters of personalized advertising only account for six percent. "In order to counteract the concerns of users, advertisers need to provide information about the methods used to personalize advertising. And for this knowledge to reach users, this 'advertising for advertising' must be at a perceptible level," says Fittkau.
For advertisers, personalized online advertising is likely to become a balancing act between acceptance and reactance in the future, the authors of the study believe. This is because it can be assumed that the sector will continue to grow and the number of ads will increase, but at the same time the increase in personalized advertising could reinforce the negative impression on users. The fear is that this could increase the feeling of being "stalked".
As much as personalized advertising has a potentially positive effect for companies, it is also important to dispel the vehement concerns of users. Personalized product recommendations are also rejected by one in four. Clear supporters of personalized advertising only account for six percent. "In order to counteract the concerns of users, advertisers need to provide information about the methods used to personalize advertising. And for this knowledge to reach users, this 'advertising for advertising' must be at a perceptible level," says Fittkau.
