Just 11% of UK consumers enjoy advertising

WARC | April 12, 2019

Brands risk alienating consumers and damaging the effectiveness of their campaigns if they over-target their ads, according to a new survey that warns of growing antipathy towards advertising in the UK. Kantar, the research and insights firm, has found that more than half 56% of British consumers object to being targeted with ads based on their past activity online, while a similar proportion 55% feel completely apathetic towards advertising, up from 53% in 2018. In addition, Kantar’s Dimension study revealed that almost three-quarters 73% of UK consumers report seeing the same ads over and over again and, as a result, just 11% said they enjoyed advertising.
However, on a more positive note, 61% agreed they were open to receiving ads relevant to them, while 45% found ads tailored to them were more interesting. The study, which surveyed 5,000 online consumers in five markets with a combined total adspend of $352bn, also revealed that the proportion of UK consumers who use ad-blocking technology has remained steady at 22% over the past two years.

Spotlight

With all the talk of data in advertising and marketing circles today, you might be tempted to assume that the discipline is just emerging; that it’s a product of our digitally-centric times, no doubt the result of a breakthrough revelation “Eureka! We can learn from information, and then use that insight to make better marketing decisions!” hatched right around the time that “omnichannel” and “programmatic” emerged to round out a frenzied three-way Battle of Buzzwords.

Spotlight

With all the talk of data in advertising and marketing circles today, you might be tempted to assume that the discipline is just emerging; that it’s a product of our digitally-centric times, no doubt the result of a breakthrough revelation “Eureka! We can learn from information, and then use that insight to make better marketing decisions!” hatched right around the time that “omnichannel” and “programmatic” emerged to round out a frenzied three-way Battle of Buzzwords.

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