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So what next?
There is a real appetite amongst consumers aware of online behavioural
advertising to know more, and once they do, the comfort levels rise
remarkably. In fact, 72% of respondents in the IAB’s study wanted
to know more about the practice. The graph below shows just how
significant the effect of education is, and once people know the facts,
appeal of OBA sees a substantial increase.
Summary of appeal of OBA
Initial appeal for OBA may be moderate, however, it is clear that informing respondents
that the data is not collected or stored, and that there is the option to opt out, can
have an positive impact on overall appeal and the level of comfort respondents have
with the idea
23%
find OBA
appealing
initially
38%
find OBA more
appealing
74%
are more comfortable
with OBA
After
finding out
personal
data is not
collected
or stored
After
finding
out OBA
can be
stopped
or
declined
Moving forward the industry is faced with some challenges. To begin with,
there exists a clear need to increase the likeability of online advertising,
largely in terms of enhanced relevance and an increased sense of
control, or consumer empowerment. The results show that once people
understand the benefits of OBA, and are aware that they have a choice
about whether it takes place or not, this type of advertising becomes far
more appealing to the general public. This is what the industry needs to
capitalise on, and fulfil one of the key requirements set out in the IAB’s
Good Practice Principles in online behavioural advertising – to educate
and respect consumers.
For more information on Olswang please visit
www.datonomy.blogspot.com and www.plustechnology.co.uk
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