British consumers are far more likely to associate ads with fake news than their European or American counterparts, according to new research from Rakuten Marketing.

As David Remnick, editor of the New Yorker, took to the stage at Cannes Lions to discuss how brands can retain trust in the era of untruth, Rakuten Marketing’s latest insights report reveals 71% of UK consumers now associate ads with fake news as opposed to 54% of French and German respondents and 58% of Americans.

According to the report, Consumer Online Ad Sentiments: What Needs to Change About Online Advertising, most consumers believe online advertising has stayed static or indeed worsened over time. Today, 83% of global consumers say online advertising interrupts their online experience, particularly ads that pop-up and cover content, pre-roll video ads, and ads that are delivered through push notifications.

Ad depreciation

A third (32%) of survey respondents admit to using an ad blocker, and 46% proactively opt out of ads in other ways. Men are more likely than women to take a proactive action to block an ad; they are 41% more likely to use an ad blocker, 16% more likely to opt out of ads, and 17% more likely to clear their cookies.

Intriguingly, it is actually 43% of Americans that quote themselves as having had a bad experience with an online ad, as opposed to just 25% of UK consumers. Because of a bad ad experience, 45% of consumers will abandon a site and 28% will avoid the site altogether. 26% will clear their cookies to stop receiving ads from a brand, and 19% will avoid brands they associate with bad advertising practices.

Tony Zito, CEO of Rakuten Marketing, said: “The findings from this research revealed important data on the current state of consumer sentiments about online advertising. Access to free content online is one of the most valuable propositions the internet offers, but the advertising that funds it needs to get better. At Rakuten Marketing, all of the investments we make are towards better understanding the advertising that meaningfully influences consumers, so we can improve overall performance, and solve this problem.”

Is it too late?

Not all consumer sentiment about online advertising is negative, according to the report. 70% of global consumers want advertisers to know that advertising is OK when the ad content is useful to them. 65% say advertising can be valuable when it aligns with their interests and is more seamlessly integrated into online content.

Many consumers proactively engage with certain advertising channels that are personalised to their likes, lifestyles and interests. For instance, nearly a third (31%) of UK consumers actively follow an online blogger or social influencer and an impressive 84% will seek out coupon codes before making a purchase.

You can find the full report here.

 

By Jonathan Davies, editor, Digital Marketing Magazine


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