Bad ad targeting damages brand reputation

Similarly, US (47%) and German (49%) have become weary of ads that follow them around online. In France, just 38% of respondents considered the targeted online ads an issue and 40% believe that an industry change was needed.

“We’ve all experienced it, that same advert following us around and continuing to pop up everywhere – it’s an issue that’s inherent with ad retargeting. Far from inciting a purchase, this is more likely to lead to the consumer becoming annoyed and potentially cause reputational damage in the long run than lead to a sale,” explained Elliott Clayton, SVP of Conversant.

“While we are seeing progress, there’s still a way to go for marketers to build those true, close customer relationships,” said Clayton. “Consumers want brands to reach out to them on a personal level, and that means marketers need to have a real understanding of their customers’ purchase behaviour and habits, not just online but also combining this with offline activities and analysing it across all channels and devices.”

The research noted that 29% of UK consumers begin to view brands in a negative light if they produce bad adds. Meanwhile, 44% would prefer to see fewer, but more relevant and useful ads.

In Germany, 48% of respondents would prefer to see fewer ads compared to 45% in the US. Just 15% of French consumers judge brands negatively if they produce bad adds.

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