Two of the most influential marketing trends of 2018, personalization at scale and multi-channel experiences, are both driven by the rapid expansion of data applications. As a result, businesses channeling the tidal wave of available data into more tightly targeted marketing campaigns are reaping remarkable rewards.
In the United States alone, 74 percent of adblock users say that they will leave a site that has adblock walls. More than 380 million mobile devices now use adblockers, as well. However, more than three out of four adblock users said that they are willing to view some ads – only targeted, relevant ads. They don’t have time for distractions and they want their relationships with preferred suppliers to be consistent.
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Author Notes:
Jeffrey Henning
Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.
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