Regardless of stories focused on privacy issues, when asked how they feel about targeted ads, 70% of consumers are comfortable with the idea.
Targeting definitely gets attention:
- People are twice as likely to be influenced by targeted web ads – 52 percent vs. 26 percent
- The percent of people influenced by web video rose from 7 percent to 22 percent when the messages were targeted
- Mobile ads are four times more likely to influence online buying behavior when highly targeted – 22 percent vs. 5 percent
- 50 percent of people who found Facebook well targeted said the channel influenced their buying behavior, compared with only 17 percent of general respondents
The measure of influence is obviously not click-throughs and opens as these numbers are orders of magnitude greater than the 0.05% numbers that advertisers typically see. However, the data matches common sense that ads targeted to behavior and expressed interests will be much more effective.
The story has a linked infographic that makes for an easy read.