Majority of consumers want control of their online ad load

Many internet users would prefer more control over ad delivery than the ability to block them, according to a new survey from UM, MAGNA and Brave.
PrivacyOnlineStocksy-1

When it comes to consumer attitudes toward online advertising, the majority (67%) feel bombarded by the number of ads, and more than half (60%) feel as if they’re continually being tracked by advertisers, according to a new study from UM, MAGNA and privacy browser Brave.

Rather than ad blocking, 79% of internet users say they would prefer to have more control over the content they receive. In addition, 72% feel online ads that are presented to them at a convenient time and separately from web content are just as preferred as no ads at all.

If they could control their online ad load, 81% of participants say they would consider using more ad-supported websites without paying for content (66%), support brands they see ads from (61%), and even spend more time online (60%).

The study also found that 80% don’t trust online ads, 74% are not open to seeing online ads, and 74% hate online ads. Ad tracking is a big irritant: 70% find it creepy to see ads for products they’ve previously searched and 60% feel like they’re constantly being tracked.

In addition to gauging attitudes towards advertising and the value exchange, the research also included five ad effectiveness studies for brands American Express in Canada, as well as Canada Dry, Mini, Energizer and Simple Mobile in the U.S.

The brands found that between 61% to 74% of consumers interacted with their online ads when they were offered more control over ad load in a privacy safe environment. The advertisers also saw significant increases in key branding metrics including brand association (+15% – +17%), intent to research products online (+30%), and purchase intent (+9%).