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- Just 55 per cent of UK businesses making significant use of social media
- US Online Advertising Body Rejects Microsoft Do-Not-Track Browser Default
- Consumers need better understanding of data sharing - report
- Screen size important for ad effectiveness but other variables more so
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Online Adverts acceptable compromise for free internet access - survey
However, 55 per cent of the 2,000 respondents said they would rather see online advertising relevant to their interests and 59 per cent would rather see a lower number of relevant ads online than a higher number of less relevant ones.
Only one in 10 people would be willing to pay for websites and online services they currently use for free if those services removed advertising. Nearly half said they would like to be able to control the type of advertising they see online and 40 per cent want to know what personal information is being shared. A third would like to be given more information about who is advertising to them.
Nick Stringer, Director of regulatory affairs at the IAB UK, said: “This research shows the balance that the industry needs to strike: providing clear and transparent information and control to empower consumers and help them safeguard their privacy, whilst enabling relevant advertising to help fund the quality content and services that they demand.”
Carl White, CEO ValueClick Europe, said: “Businesses and brands must begin to engage consumers in an open and transparent dialogue about how and why they see advertising online. This study shows that people are more receptive and open-minded about online advertising than is often reported, but they are also wary and understandably confused about the mechanics of digital marketing and privacy.”
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