IAB: Online advertisers must “respect consumers”

Internet users do not like to be disturbed by advertising while watching VoD content but instead prefer to see ads when shopping online, according to new research from the IAB.

The best time to reach out to the majority of consumers with ads is during e-commerce activity, while users are looking for the best deals or buying online, the research found.

The survey, which was produced by Lightspeed Research, also shows that young consumers are more receptive to advertising messages between 9am and 2pm, while more than 50% of consumers aged 25 to 64 are more likely to pay attention after 6pm.

As a result of the new research, the IAB has called on online advertisers to target consumers with relevant offers at a time when they will be more receptive to receiving adverts, such as when using a search engine, downloading entertainment files, catching up on news and sport and playing online games.

Social networking ads also have a high level of receptivity among consumers, with more and more brands becoming involved with them, according to the report, though consumers do not like being interrupted while watching catch-up TV or film clips.

The IAB’s UK research manager, Sorcha Proctor, said: “This research highlights the need for marketers fully to appreciate and understand the consumer mindset when planning their online marketing campaigns.

“Most significantly, the study highlights the need for retail brands to get in front of internet users at every point of the online customer journey, and emphasises the need to respect consumers if they want them to engage effectively with their marketing messages.”

IAB: 020 8683 955 www.iabuk.net