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BizReport : Advertising archives : July 08, 2010

Report: Consumers want options in advertising

Many insiders in the newspaper industry poo-poo the idea of paywalls or pay-for-content models. A new report from Preference Central agrees with these pundits, but does show areas of hope within the newspaper/content segment. Particularly with advertising. According to the report consumers are more willing than many think to receive behaviorally targeted ads in exchange for continued free online content.

by Kristina Knight

preferencecentral.pngAccording to a new report from Preference Central consumers are willing to allow marketers access to some personal information in exchange for more targeted advertising within their content resources. In other words, if Brand Z uses purchasing information from two weeks ago to target relevant ads within a consumers content hub visit, consumers will accept the 'intrusion'.

About 55% of respondents said they preferred free content along with targeted advertising rather than paying for content. Consumers also want control over what information is provided to brands/publishers before any information is turned over. Also, they need to be better educated as to what behavioral targeting is.

According to the report:

• 29% reported 'discomfort' with behavioral targeting
• 35% reported 'increased comfort' with behavioral targeting once they learned the information used would be anonymous
• 70% said they would consider behaviorally targeted ads if their private information remained private
• 27% reported a willingness to receive these ads in exchange for free content

"The core takeaways for the advertising industry are that it's not enough to just educate consumers on targeted advertising; we must also provide meaningful choice and control over their online ad experience," said Dr. Karl Lendenmann, vice president of marketing and analytics for Datran media, Preference Central's parent company. "For online publishers, these results mean that they should be offering multiple content-access models to optimize appeal and monetization."

Tags: behavioral targeting, content monetization, online advertising, online content, pay for content, Preference Central

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