Personalised ads 'more likely to succeed in e-commerce'
Internet Marketing
14 January 2009
Online shoppers prefer to see tailored ads when shopping for goods on the web, according to a new survey.
The poll, which was carried out by Choicestream, revealed that 39 per cent of consumers are more interested in ads when they are personalised, with this rising to 58 per cent for those who use e-commerce sites several times a month.
Seven in ten respondents admitted that at least some of their online purchases were likely to have been affected by online ads, while those spending large amounts of money on the web were found to be highly interested in personalised ads.
Cheryl Kellond, senior vice-president of ChoiceStream, commented: "Advertisers that are spending premiums to target the biggest spenders and the most frequent shoppers should take note that those shoppers want intelligent ads that speak to their specific needs and shopping intent."
Consumers generally think it is appropriate to see about two ads per hour on the internet, according to research conducted by Dynamic Logic last year.
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