Voice of the Customer

More than three in four (78 per cent) of consumers said they would be more likely to pay attention to an advert if it was personalised, a survey has found.

88 per cent of people watch adverts during TV at least some of the time, a survey by Yospace and Censuswide revealed.

Of the 2,000 consumers interviewed, one in five said they would like to see adverts tailored to where they lived, and a further 20 per cent said they would be interested in an advert that was specific to their age group.

A high proportion also said they would like to see adverts tailored to their interests.

55 per cent said they would be likely to search for a product online if it had been displayed to them in a personalised advert.

78 per cent said to some extent a personalised advert would encourage them to look for a product in-store. 64 per cent said they would ask friends about the product advertised if this happened. 62 per cent said they had looked into a product after seeing it advertised on TV before, and a third said they had done
Millennials were the most likely age group to follow up information on a product after seeing an advert, and 73 per cent said they would follow up online.

However, if a consumer experiences technological difficulties through a poorly operated advert then this will spark annoyance.

25 per cent said they would think about changing channel if there was a technical problem with adverts on TV, and a fifth said it would damage their opinion of a broadcaster.

Tim Sewell, a representative of Yospace, said: “Opinions were very strong in the survey, particularly among the younger audiences who will have a significant influence on advertising trends in the future.

“Live advertising needs to be fast forwarded into the future generation – the interest in watching ads is evident.

“However, replacement advertisements need to be selected according to the demographic of the viewer, in real-time and delivered seamlessly to make today’s audiences sit up and take notice.”

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