Retargeted Ads Discourage Over Half of Consumers

By Tim Maytom

Man on phone high street

55 per cent of consumers are put off buying products or services if they see the same ad online multiple times, a new study has suggested. Only 10 per cent of consumers are more likely to buy something following repeated targeting.

The research, carried out by ad tech company InSkin Media and media buying agency RAPP Media, showed that while 53 per cent of consumers initially found online ads interesting and useful, the more they are repeated, the more irritating they become.

During initial research into a product, people are almost four times more likely to find a relevant ad encouraging, rather than discouraging. However, once it has been seen up to five times, ‘annoying’ and ‘intrusive’ become the dominant reactions, with ‘angry’ overtaking once an ad has been seen 10 times.

“The retargeting-genie is certainly out of the bottle, but it’s a fine line to tread as brands potentially lose control through a perfect storm of increased automated buying and the spectre of consumer cookie deletion,” said Paul Phillips, head of media strategy at RAPP. “Marketers and planners are negligent if they don’t devote more careful planning around frequency caps and other contextual filters before letting the maths …read more

Source:: Mobile App News