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BizReport : Advertising archives : December 16, 2010

Study: 33% of men would trade personal info for relevant ads

Advertisers across the globe know that targeting ads to consumers results in higher clicks and conversions. The problem is that too much targeting is seen as intrusive by most consumers and privacy watchdog groups. A new survey from Burst Media indicates that some consumers may be willing to part with a little privacy to get more targeted, relevant ads.

by Kristina Knight

According to the survey more than three-quarters (78%) of respondents believe they've seen an ad targeted to them in the past with about 34% saying they 'dislike' targeted ads and 27% reporting they like ads targeted to their likes/dislikes. Researchers also found that men are more likely than women to give up some personal information to receive more relevant - i.e. more targeted - advertising in the future.

"With ubiquitous media coverage and government attention towards Internet privacy and security, consumers are more aware than ever that what they do online may be tracked in one form or another," said David Stein, Chief Technology Officer at Burst Media. "Online advertisers can respond by ensuring their messages are relevant to their target audience. When a consumer sees an advertising message at the right place, at the right time and in the most relevant context, brands are best positioned to instill trust and action. Equally, web publishers must commit to consumer privacy and make certain a fully-fleshed out privacy policy is current and relevant to the needs of the audience."

The study further found:

• 54% believe dynamically targeted ads are 'annoying and distracting'
• 38% report they are uninterested in products targeted ads offer
• 33% of men are willing to receive these targeted ads
• 11% of women are willing to receive targeted ads
• 35% of 18-34 year old don't mind targeted ads
• 25% of 35-54 year olds 'like' dynamic ads

Tags: Burst Media, dynamically targeted ads, online advertising, privacy, targeted advertising

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