Every second person avoids brands with irrelevant or exaggerated online advertising

Swiss consumers are increasingly shopping online, regardless of device or location. The study makes it clear that online brand loyalty is limited: 68% of Swiss consumers are only loyal to a handful of brands online, while 80% of consumers say the internet is good for discovering new brands. In contrast, 54% of Swiss consumers feel overwhelmed by the choice available. This can make it difficult for advertisers to reach and activate their target group, although 40% of Swiss people are happy to receive advertising if it is relevant to them. And a further 28% say they would even buy more if brands sent them messages tailored to them. If this is not the case, consumers are quick to turn their backs on advertisers. In fact, almost one in two consumers say they will no longer consider a brand whose advertising they deem irrelevant or if they are bombarded with their advertising.To overcome these barriers, it is essential that advertisers understand how consumers behave online: How do they use different devices and channels to make purchasing decisions? Successful brands will be those that can transform this information and use it to target the right consumer in the right way and at the right time in a personalized and targeted way.The Digital Connections study confirms that Swiss consumers are becoming more and more device and location independent when it comes to online purchases: just over a quarter (26%) regularly use a PC or laptop while watching TV, with more than half (56%) of respondents using their cell phone or tablet. Furthermore, just under half of Swiss under 45s use their smartphones or tablets when visiting restaurants or bars.In response to this increasingly demanding market, Tradedoubler is launching "TD ENGAGE". A combination of data and artificial intelligence to understand purchasing behavior, clearly identify new customers and reach them with tailored and targeted advertising measures.