By the End of 2009, More Than Two-Thirds of the US Population Will Be Going Online According to the Report 'Behavioral Targeting Attitudes: the Privacy Issues'
Posted on: Thursday, 10 July 2008, 12:00 CDT
Research and Markets (http://www.researchandmarkets.com/research/aeefc3/behavioral_targeti) has announced the addition of eMarketer's new report "Behavioral Targeting Attitudes: The Privacy Issues" to their offering.
This report explores the pros and cons of a new advertising tactic that many see as promising, and others view as threatening. By the end of 2009, more than two-thirds of the US population, or 200 million people, will be going online. This potential audience is unenthusiastic about most forms of online advertising, notably banners, rich media and the growing area of online video. A primary reason for their lukewarm attitude is Internet advertising's irrelevance, with messages peripheral to their current interests and needs. Behavioral targeting could fix that but at what cost? Key questions the "Behavioral Targeting Attitudes" report answers:
- What will encourage people to accept ad targeting?
- Are consumer privacy concerns a deal breaker for behavioral targeting?
- How much transparency will marketers need to allay consumer concerns?
- Are all methods of behavioral targeting data collection equal?
- Will the government limit how online companies use consumer data?
- And many others
By the end of 2009, more than two-thirds of the US population--or 200 million people--will be going online. This potential audience for Internet ads is also an audience that is unenthusiastic about most forms of advertising, notably banners, rich media and the growing area of online video. A primary reason for their lukewarm attitude is Internet advertising's irrelevance, with messages peripheral to their current interests and needs.
In response, behaviorally targeted advertising shines a beacon for online advertisers and Web publishers, with its promise of relevant advertising and greater revenues from ad inventory. However, as these Internet ad players look for more visitor data to enhance online ad targeting, concerns about how that data is collected and might be used have raised a ruckus among Internet privacy groups, the US Federal Trade Commission (FTC) and state governments.
As people spend more time on the Internet, their sensitivity to both their privacy and the marketing messages beamed at them will continue to grow. In response, the related issues of consumer privacy and data collection will likely get more attention over the next two to three years. Therefore, online marketers might do well to develop transparent methods of letting the audience know when and how their Web history data will be used, the benefits they can receive in exchange for allowing it to be used and a clear, easy opt-in mechanism for informed consent.
Key Topics Covered:
Executive Summary
US Internet Users and Penetration, 2007-2012 (millions and % of population ages 3+)
Key Questions
The eMarketer View
Key eMarketer Numbers: Behaviorally Targeted Online Ad Spending
Consumer Attitudes
Attitudes of US Internet Users toward Online Advertising, by Age, October 2007 (% of respondents*)
US Adult Internet Users' Attitudes toward Online Advertising, February 2008 (% of respondents)
US Adult Internet Users Who Are More Willing to Pay Attention to Advertising that Is Personalized, by Age, 2006 & 2007 (% of respondents)
US Adult Internet Users Interested in Receiving Personalized Ads, by Channel, 2006-2007 (% of respondents)
Percent of Online Ads Relevant to US Adult Internet Users' Needs and Wants*, February 2008 (% of respondents)
Comfort of US Internet Users with Web Sites* that Target Ads or Content to Personal Interests Based on Usage, by Age, March 2008 (% of respondents in each group)
Familiarity with the Term "Behavioral Targeting" among US Adult Internet Users, February 2008 (% of respondents)
US Internet Users* Who Are Receptive to Behavioral and/or Contextual Online Ads, April 2007 (% of respondents)
US Online Shoppers* Who Are Receptive to Behavioral and/or Contextual Online Ads, April 2007 (% of respondents)
Privacy Issues
Comfort of US Internet Users with Web Sites* with Privacy and Security Policies that Target Ads or Content to Personal Interests Based on Usage, by Age, March 2008 (% of respondents in each group)
US Adult Internet Users' Attitudes toward Advertisers Using Their Browsing History for Advertising Purposes, February 2008 (% of respondents)
US Adult Internet Users Who Delete Cookies Stored on Their Computer, by Frequency, February 2008 (% of respondents)
US Adult Internet Users' Attitudes toward Online Privacy, February 2008 (% of respondents)
Online Privacy Timeline
Related Information and Links
Related Links
Contact
Report Contributors
Companies Mentioned:
- America Online (AOL)
- ChoiceStream
- Deloitte Sources: Touche
- eMarketer
- Harris Poll
- Harrison Group
- JupiterResearch
- Revenue Science
- TNS Global
- TRUSTe
For more information visit http://www.researchandmarkets.com/research/aeefc3/behavioral_targeti.
Source: Business Wire
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