Dispaly Ads: I won’t click, and don’t want a reason to. – John Q Public
Showing the continuing the challenge of display advertising that I wrote about a few months ago, ComScore, along with Starcom, release another study last month. Back then, about 16% of the users made up 80% of the clicks; now less than 10% do. 84% don’t click at all.
I find this trend interesting in light of a newly released study,”Americans Reject Tailored Advertising and Three Activities that Enable It” from the University of Pennsylvania – Annenberg School for Communication, in which 66% of respondents did NOT want ads that were specifically targeted to their interests.
There is an obvious challenge here. Users don’t like our display ad messages, and are not comfortable with the technology that can help us make them better. All is not entirely lost, as a significant portion are influenced by ads, as they are followed up by searches or direct-to-site navigation. But, much of the technology that lets us see that, is the very technology that consumers would rather we not use.
