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Behavioral Targeting the Solution to Consumer Ad Avoidance?

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A global media and advertising study found that consumers tended to avoid ads whenever possible. Two-thirds felt there were too many ads on television, and 39% felt there were too many online ads.

The study included respondents from the US and Canada. US consumers were 44% more likely than last year to skip ads when watching television or listening to the radio, compared to only 41% more of Canadians.


One solution to consumers’ tendencies to avoid ads is behavioral targeting, or making ads more relevant to consumers according to their interests; however, due to Internet privacy concerns, implementing behavioral targeting may be a challenge. Consumers may find themselves resistant and require more transparency from marketers, therefore rejecting behavioral targeting.

Other advertising-related activities included consumers’ involvement with social media. In terms of social networking, the change in activity compared to last year showed a small increase, with 9% more promoting a brand or ad on Facebook and 4% more following a brand on Twitter.

Source: eMarketer; December 7, 2009

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Artificial Intelligence design studios are opening everywhere, adding to our marketing technology stack choices. Many platforms have already integrated components of AI into their existing marketing system offerings. Clients need to transform digitally, squared Today, clients are asking digital marketing and advertising agencies like Overdrive to embrace more technological change, as their marketing tech stacks grow…

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