Consumers would pay more attention to personally tailored TV adverts
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.”