Consumers ignore 'creepy, insulting and rude' targeted advertising

Consumers ignore 'creepy, insulting and rude' targeted advertising

EXCLUSIVE: Almost 50% of Australians don’t want targeted advertising on social media and describe them as “creepy” and “insulting”, new Ipsos research has found.

B&T Magazine
Posted by B&T Magazine

Australians either don’t like targeted ads or consciously ignore them, Laura Demasi, research director for The Mind & Mood report, told B&T.

“You’d be hard pressed to find anyone say something positive about the practice,” Demasi said.

Women over 40 stood out in the qualitative Digital Communities report for being targeted with “crudely stereotypical advertising”.

One over-40 female respondent complained about receiving ’53 year old mum looks 37’ and dating for seniors ads: “I look at them and think, hurrumph, why am I getting that?”

Another said: “I’ve got single on my status and now they advertising all these dating sites on the side. It’s rude.”

Those involved in the study also described targeted ads as “creepy” and said it feels like they are being watched by Big Brother.

“It’s so much harder to discover anything new these days. It’s like you have this digital ghost of who you are hovering over you. It’s horrifying,” one respondent said.

But consumers are not adverse to engaging with brands on social media – as long as they are given the option.

“You have the polar opposite with opt-in forms of digital advertising like following Facebook brand pages,” Demasi explained.

“Giving people a choice to engage with you is incredibly powerful. They have some sense of ownership, they feel like they’re getting something out of it, and they like you for it.”

Offering freebies is one way to build brand engagement on social media, according to the study which found 49% of Australians feel more connected to brands that offer discounts.

The figure jumps up to 58% among women but drops to 36% for men.

Latest News

Jay Z Has 99 Problems And TIDAL Is One Of Them
  • Media

Jay Z Has 99 Problems And TIDAL Is One Of Them

Tidal, Jay-Z’s new streaming service, hasn’t had a good first month. It seems that people just can’t get enough of NOT feeling any empathy for millionaire musicians whinging about not having enough money. It’s been a bad first month for Tidal and Jay-Z. Not only has the streaming service dropped out of the iPhone Top 700 app download […]

Will This Latest Stuff-Up Be The End For Zoo Weekly?
  • Media

Will This Latest Stuff-Up Be The End For Zoo Weekly?

Another miserable attempt to be controversial by lad’s magazine Zoo Weekly may be the final straw for the struggling title. In its latest gaffe, the publisher, Bauer, has agreed to remove images from the latest issue that features a supposed homage to Gallipoli Diggers and features a bikini-clad model holding a commemorative poppy. It is […]

by B&T Magazine

B&T Magazine
oOh!media CEO Brendon Cook Appointed To FEPE
  • Media

oOh!media CEO Brendon Cook Appointed To FEPE

Brendon Cook, Chief Executive Office of oOh!media Australia New Zealand, has been appointed International Vice President of FEPE – the Global Out Of Home (OOH) industry body.

Periscope Or Meerkat? Be Confused No More
  • Media

Periscope Or Meerkat? Be Confused No More

Don't know your Periscopes from your Meerkats? Let Evolve Social's David Wesson lead you through the streaming quagmire.

Opinion

by David Wesson

David Wesson
APMA Star Awards 2015 Call for Entries
  • Media

APMA Star Awards 2015 Call for Entries

The Communications Council has today issued a call for entries for the 2015 APMA Star Awards, which will mark the ceremony’s tenth anniversary.