The right target

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p5
This article discusses The 2004 Survey on Internet Ads, a survey on Internet advertising conducted by Ponemon Institute as of December 2004. Most people would find banner advertisements to be less intrusive if they were targeted to specific areas of interest, according to a new survey. The Ponemon Institute survey of more than 1,000 people showed that nearly 60% of respondents said banner advertisements were always annoying, with 44% even saying that unwanted Internet advertisements should be banned by law. Still, consumers preferred banner advertisements that are relevant to their needs and interests by a 2:1 margin over non-relevant ads. About 52% of respondents said they also would be more likely to click on the targeted advertisements. The 2004 Survey on Internet Ads, co-sponsored by consulting firms Chapell & Associates and Revenue Science, also found that 45% of the consumers would be willing to provide additional personal information if it meant more targeted advertisements, while 55% showed a preference for technology that allows such advertisements without collecting personal information. Moreover, 69% favor the use of privacy-enabling technology to prevent misuse of sensitive personal data, rather than third-party verification of good privacy practices.


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