BEARNE ON MEDIA
Behavioural targeting needs people's understanding
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The message from the Internet Advertising Bureau’s Nick Stringer might be similar to Tony Blair’s when he stepped into power back in 1997 – “Education, education, education” – after seeing the results of its joint research released last week.
An IAB and Olswang survey showed the more consumers are educated about the truth of behavioural targeting, the more they feel comfortable with the technology, which has been the topic of hot debate.
However, it rammed home the message that the industry needs to take more action to get people to understand behavioural targeting.
Key findings showed just 23% of users believe behavioural targeting is appealing, but this grew to 38% after being assured data isn’t stored. The level of comfort jumped to 74% after discovering they can opt out of behavioural targeting (nma 29 October 2009).
It also found just 28% of consumers were aware of the term ‘online behavioural targeting’ but after an explanation and example this rose to 46%.
While we’ve seen the IAB together with the Behavioural Targeting Council, whose members include AOL, Google and Microsoft, attempt to combat the lack of knowledge through a consumer-facing website and make sure sites are more clear about their use of data, this work needs to be ramped up.
The industry could take lessons from AOL, which launched an ad campaign last year to educate internet users about ad targeting. Why doesn’t the industry get together and run an integrated campaign with posters, online and radio ads? If it really wants to help allay the issues surrounding the practice and to educate, then getting the message to a wider audience is vital.
Nick Stringer and behavioural targeting specialists need to go beyond a website to educate the masses.
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Readers' comments (1)
Martin Loat, MD Propeller PR/Internet/Mobile | Wed, 4 Nov 2009 0:52 am
I agree that the industry needs to educate the wider public on the benefits of Behavioural Targeting (we need to agree how to spell it for a start!)
But as I know no self respecting journalist can be seen to recommend a PR campaign, let me do it for Suzanne. Given that demystification is called for and complicated concepts need to explained and illustrated, what the industry needs is an opinion-shifting editorial media campaign augmented with 'zero tolerance' online and social media PR strategy.
I'll even create the strategy if someone asks me nicely.
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