Yougov poll finds online ads fail to engage consumers
A Yougov poll conducted for Collective, a technology and media company, has found that brands are wasting money on ineffective digital campaigns that are failing to engage their target markets.
Nearly six in ten Britons believe that online advertising is irrelevant and poorly targeted, with only a quarter finding targeted ads to be relevant in any way.
A fifth of respondents added that they would never trust an ad on a site they had never previously visited, although another 17% indicated that the adverts location would not sway them, only its relevance.
Despite these problems a clear majority of respondents agreed targeted ads were preferable to a blanket approach, indicating that those brands which do reach their audience can be successful.
Steven Filler, UK managing director at Collective, said: “We currently see two extremes being used to target consumers; re-marketing to users who have visited the client’s site, often at high frequency, or generic brand messaging target to sites rather than audiences.
”If brands are to make a strong connection with consumers they will need to use genuine audience insight to target the right user with rich, tailored ad formats in good quality environments.”