Viewers in general showed a keen interest in ads that were relevant to their geographical location, age and interests; a fifth stated that they want adverts that are relevant to where they live and the same percentage indicated that they would be more interested if the ad was relevant to their age group.
Furthermore, 55% of consumers said they would either be likely or very likely to look online for the product if an ad was targeted towards them personally, more than three-quarters (78%) said they would be likely to some degree to look in store for the product, or ask friends (64%) about the product advertised. Moreover, the majority of consumers (62%) said they had already taken follow up action after seeing an advert while watching live TV and more than one third had done so on several occasions
Not surprisingly, those in the 16-24 age range are most likely to take notice of personalised ads, with almost three quarters saying that they were likely, to some degree, to click on an advert they like online.
The research also highlights that viewers have a low patience threshold for poorly operating advertising. For instance, a quarter would consider switching channel if there were technical problems with adverts on live TV and nearly a fifth said they would think less of the broadcaster.
“Opinions were very strong in the survey, particularly among the younger audiences who will have a significant influence on advertising trends in the future,” remarked Yospace’s Tim Sewell. “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.”