Study: 68 percent of online users find re-targeting advertising inappropriate
A study conducted by Greenadz on the acceptance of retargeting and online advertising shows that three-quarters of users notice retargeting ads.
Who hasn't seen them, the banners with the product offers you researched last week? Only 24 percent of Internet users have never noticed such re-targeting banners, according to the representative results of a representative online user study conducted by the Hamburg-based market research company Greenadz. Conversely, this means that 76 percent of users are fully aware of the existence of re-targeting advertising.
Poor marks for execution and transparency of advertising
Most people notice re-targeting advertising because it is poorly executed: 68% think that the advertising is inappropriate as they are no longer interested in this product or have already bought it. 62 ask themselves why they are being shown this advertising and how the provider knows their supposed interests.
Four out of ten find re-targeting helpful
The good news: 41% explicitly agree with the statement that this type of advertising is helpful. For example, they can see whether the product is now available at a lower price. Sandra Gärtner, Managing Director, Greenadz, explains the results: "This also shows how important respectful interaction at eye level is for successfully addressing your customers - this applies in particular to advertising communication via display banners as well as via your own website. Against the backdrop of increasing uncertainty as to how each individual's data is used, there is great potential to positively differentiate yourself as a provider and to explain to users how the personalized approach - which is certainly perceived - actually comes about."
About the study:
The study was conducted on the basis of 512 online users in April 2015, recruited via Lightspeed GMI's online access panel, representative according to socio-demographics and cross-quotated according to age and gender. Further results include the most popular incentives for online surveys, acceptance of online advertising and the prevalence of ad blockers. The presentation of the study results can be requested by e-mail to [email protected] can be requested free of charge.
About Greenadz
Greenadz is the first German market research company to research the branding potential of display campaigns in real time using the campaign itself as a recruitment channel. The company relies on a mixture of ad technology and market research expertise: customer insights and the success of online communication are collected on the basis of user surveys. The results provide target group information and insight into the effectiveness of their campaigns beyond web analytics and click rates. At the same time, the company offers the first sustainable incentive concept for onsite surveys by rewarding every survey participation with a tree donation. Greenadz was founded in Hamburg at the beginning of 2015.
