Women ‘open’ to targeted internet ads
What needs to be done to make men more welcoming of internet ads? (John Burns)
Can Mens Response to Internet Adverts can be as Good as Women’s?
Women tend to be more open to internet ads than their male counterparts, it has been suggested.
A number of pieces of research over recent weeks indicate this, eMarketer revealed, indicating that perhaps more needs to be done to get men on side.
Trusted brands are more readily accepted by females, with almost two-thirds of them saying they find ads that are targeted to their interests ‘cool’.
Just over ten per cent of those questioned by Q Interactive, however, were disconcerted by ads that appealed to their needs, the site claimed.
More than half of the women questioned said they built relationships with certain brands or websites that aid them in their everyday lives.
David Hallerman, eMarketer senior analyst, commented: “A number of surveys reveal significantly divergent perspectives among consumers about the intersection of privacy, data collected about them and their relationship with targeted online advertising.”
He added that offering discounts and deals to consumers is one way of engaging their interest.
The Internet Advertising Bureau and PricewaterhouseCoopers recently released figures on online ad spend, which showed UK internet advertising expenditure grew 4.2 per cent to reach £3.5 billion in 2009.
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