As we seek to increase the effectiveness of online advertising, research has shown that the biggest single reason for a lack of response is the fact that the ads that are being served are not relevant to the viewer.
While companies are activity seek ways to alleviate this problem by tailoring ads to consumer preferences, privacy issues are a concern, and positive results have not yet been achieved.
Now along comes a simple solution – let consumers choose.
A newly completed Publicis study shows that when consumers are given the opportunity to select the ad they want to see from several different categories, 68% are able to recall what brand was advertised, versus 14% for a standard pre-roll. (Mandese, 2010)
They don’t say how many went on to buy the item. But, the first step in the process is recalling the ad, so this does represent a step in the right direction.
So, what do you think? If you can pick the ad that you see, will you be more likely to act upon it?
Mandese, J. (2010, February 23). Pool Makes Splash At IAB: Reveals User-Selected Ads Five Times More Effective Than Pre-Roll. Mediapost.com. Retrieved February 24, 2020, from