Digital Advertising - UK - March 2016
“The digital channel provides advertisers with a unique benefit that is difficult to replicate using other media formats – the ability to target a specific individual, with a specific message, at a specific time.
In order for the industry to maintain that advantage it is crucial that brands manage the fine balance of producing engaging relevant ads without intruding on users’ privacy.”
– Paul Davies, Senior Leisure and Technology Analyst
This report looks at the following areas:
- Tackling the threat of ad blockers
- Privacy vs personalisation
Brands face the threat of a backlash from consumers with more people looking to withhold information or avoid advertising altogether (using ad blocking software), putting a restriction on the number of people brands can reach and to what extent they can use targeted approaches.
Companies should find that by empowering users and allowing them to have a greater say in what ads they see, how these are presented and where and when they appear, the threat of ad blocking will actually be reduced as more advertisers succeed in reaching the right person, with the right message, at the right time.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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