Kimola Newsletter 17#: Targeted ads are so last year.😬

Mar 20, 2023 - 4 min read
Kimola Newsletter 17#: Targeted ads are so last year.😬

Here are the recent consumer research reports that are curated by Kimola, prepared for communication and research professionals.



Targeted ads negatively affect brand perception

According to the research conducted by Sortlis with 500 participants from 6 countries, 66% of the participants say that they encountered a targeted advertisement about something they talked face to face. However, it is seen that such advertisements can have a negative impact on consumer trust and brand perception. According to the prominent findings of the research, 37% of customers say that they do not like such advertisements and are worried that they may interfere with their privacy rights. Additionally, 90% of people aged 35 to 44 say they've never bought something they've seen in a targeted ad. This makes these ads appear much less effective than expected and can hurt consumer confidence. However, the same cannot be said for all targeted ads. Targeted ads on platforms like TikTok can be really great for brand sales when they arrive at the right place and time.


Brands should be proactive

According to a survey of nearly 1,000 people by Ruder Finn and Full Spectrum Insights, most consumers (93%) want brands to show they listen. Consumers state that they will be more willing to engage with a business when they believe their views are heard. On the other hand, consumers think that brands should be proactive as well as reactive. Additionally, 49% of consumers would prefer a company to ask for feedback or chat about an issue, 38% support a brand-sponsored charity, and 36% value direct clarifications from senior executives on important issues. In addition, the research reveals that 78% of the participants conveyed their expectations about sensitivity to a brand online in the past, 56% were in contact with a brand on this issue, and 22% boycotted a brand.


It increases parents' watching habits with their children

Kids Industries' research with 20,147 family members worldwide examines what it means to be a family in 2023 and sheds light on media habits. According to the research results, the amount of available content for children and parents has increased significantly, and quality has become increasingly important. Children's most likely sources for discovering new digital content are YouTube, friend and family recommendations, ads on VoD/digital streaming platforms, and TV commercials. The top 5 priorities for parents in media content are as follows:
  • Positive role models for children (52%)
  • Opportunities to watch/play together and have fun (47%)
  • Soft skills like problem-solving (42%)
  • Stories that explain real-world issues (38%)
  • Focus on imagination and fantasy (38%).


Sales reps improve in-store experience

A study conducted by PwC with 9,180 participants in 23 regions reveals that knowledgeable and helpful sales representatives are the most important factor in improving customers' in-store experiences. 27% of participants indicate that access to sales representatives is the most important factor in enhancing their in-store experience. Additionally, 16% of participants state that the ability to use self-service payment kiosks is their favorite feature. Consumers who plan to do physical shopping in the next six months, in particular, indicate that they expect more technological innovations. They mention that immersive digital experiences, such as in-store entertainment (34%), trying out new products with virtual reality (VR) glasses, and being able to make appointments with a sales consultant (30%), will be of interest to them. On the other hand, the research shows that 69% of customers plan to reduce unnecessary spending and 96% are considering adopting cost-saving behaviors.


Consumers expect fewer but more relevant messages

According to Optimove's 2023 Consumer Marketing Fatigue Study, conducted with 450 consumers in the US, two-thirds of consumers (66%) want to receive fewer marketing messages, and 27% feel overwhelmed by these messages. In addition, almost eight out of ten consumers (79%) say they have unsubscribed from at least one retail brand's subscription in the past three months due to the excess of marketing messages. Meanwhile, 61% of participants indicate that they have unsubscribed from three or more retail brands due to the high volume of marketing messages. Furthermore, nearly three-quarters of participants (72%) say that the relevance level of a message is important, and irrelevant messages can turn consumers off from a brand.


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