Adjust the message and choose the format and timing carefully Reaching the target audience is a primary goal in any advertising action: for example, a brand of dentures whose advertising reaches millions of teens is useless.
The rise of the Internet and social networks allowed the development of new strategies for sharpening the target. but nevertheless, What was originally an advantage was turning against advertisers: Personalized advertising is starting to backfire.
Have you ever felt that companies are spying on you? Sounds like a paranoid idea, but there is some truth to it. Programmatic advertising is based on collecting and using user data to segment it in the most specific way possible.
As a result of these practices, The user is bombarded with ads related to previous purchases or simple searches they have made. Take the test: If you start browsing a furniture website on your computer, you’ll see how furniture ads appear all day long on every page you visit. And not just on the computer: the chase is transferred to your mobile phone, tablet, and whatever device you use.
These ads are overly personal I began to generate a clear rejection. This is evidenced by a study by the agencies Cheetah Digital and Econsultacy, compiled by Reviews of consumers from different countries Such as Spain, the United States, the United Kingdom, France, Australia and Japan by scanning.
The researchers asked respondents to rate these practices and the result is this The vast majority considered them “annoying”.. Geo-location-based ads, ads about things talked about near smart devices, chat bots that can access past purchases, and ads that chase a customer across all their devices are practices considered invasive.
Going back to the example at the beginning, there has to be a middle ground between seeing completely inappropriate ads (like artificial teeth for a small person) and feeling like advertisers are hiding under your bed and haunting you at night. The public accepts and even appreciates a certain degree of sufficiency, but companies They must find a balance so that it is not excessive And you don’t just get the opposite effect of the desired effect.
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