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Number of the month: February 2012

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A study reveals that 37% of Belgian internet users feel positive about targeted advertising. However, 10% of the respondents only needed to have the concept of targeted advertising explained to them first.

Privacy protection of online users remains a “hot” topic and technologies such as spyware and online behavioural advertising were among the big “winners” (although loser sounds more appropriate) of the Belgian edition of the Big Brother Awards 2012 (www.bigbrotherawards.be).

Nevertheless, a recent study by MEC reveals that 37% of Belgian internet users feel positive towards targeted advertising. Results also reveal the importance of educating consumers: 10% of respondents were open to this form of advertising only after the concept of targeted advertising was explained to them.

Nowadays, most companies have embraced the internet as a relevant and essential channel in their media mix. But targeted digital advertising is more than just online marketing. It allows online advertisers to improve the effectiveness of their campaigns by showing ads to relevant consumers based on characteristics such as user demographics or online behaviour. Do you pay much attention when you, as a woman, are presented with a beer ad? Or is a man really interested in receiving advertising for make-up?

In a world where consumers are bombarded with hundreds (if not thousands) of advertising messages every day, marketing relevancy has become key! If something is not relevant, consumers will immediately reject the information. So, it is of prime importance that marketers keep consumer behaviour & preferences in mind when planning their marketing campaigns.

Thanks to these relatively newer online targeting options, such as re-targeting, contextual or behavioural advertising, spending on targeted advertising is expected to continue growing in the coming years. Based on research by eMarketer, behavioural targeted advertising alone will account for $2,6 billion by 2014, up from $775 million in 2008 (US data). However, for targeted advertising to reach its full potential, marketers will need to continue their efforts in educating the public on the significance and value of ad targeting.

Sources:
belgiancowboys.be

emarketer.com

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