“The new research highlights the consequences of over targeting and its negative impacts which comes from focusing on precision marketing rather than brand building strategies.”
There is a fine line between useful advertising and over targeted advertising which refers to a bombardment of online ad that causes mistrusting to brands and also fed-up the target about the brand.
According to new research conducted by Kantar, 54% of UK consumers are being a target for their online activity trace. 55% of the participants are completely uninterested towards advertising content. 70% of consumers complaining that they are fed up with seeing the same ads over and over again and only 11% of the actually enjoy the advertising they see.
The power of precision targeting and its relevancy has done a great job of reaching the targeting audience. 44% of targeted people say that they had enjoyed the ads which are directly relevant them, while 45% of them agreed upon the fact that these ads are tailor-made to them and became more interesting rather than other ads, and 61% prefer to see ads compatible with their interests.
The findings from Kantar’s third annual Dimension study is based on results of 5,000 consumers in five markets with a total ad spend of $352bn (£270bn), come as a point where advertising faces a crisis of trust. According to Edelman’s trust barometer, advertising fall behind all industries and located in the last place with 37% trust level– behind banking, energy and telecoms companies.
The Data from the Advertising Association demonstrates the public favourability index towards advertising decreased by 50% in the 1990s and 25% in 2018. Keith Weed offered brands in ISBA annual conference that reducing bombardment, retargeting and excessive frequency in order to improve the consumers’ perception of advertising. Weed also said that: “A brand without trust is a product, and advertising without trust is just noise. Trust is the key thing we need to engage with.”
According to Kantar’s latest report, 41% of British said that they relatively believe ads when they saw at the website of a trusted brand and 48% of them notice ads on the online platforms they use to entertain themselves. By looking at these interpreted data it can be seen the significance of this problem is highlighted by this research. Kantar Media’s CEO Mark Inskip claims that to rebuild brand trust and regain audience trust, examination of data is required and he continues: “By adopting an integrated approach, balancing niche targeting capabilities with mass marketing tactics, brands can provide consumers with a helpful, addictive experience. Those who are building verified first-party data into their approach and, where possible, that of walled garden platforms are able to paint a complete picture of the total consumer journey across all media.”