Study Finds Retargeted Ads Annoy Consumers Unless Found on Relevant Sites

According to a new study from InSkin Media and Rapp Media, retargeted ads are not the way forward since they put off over half (55%) of British consumers from buying products or services.

Additionally, the survey found that just 10% of respondents would be more likely to buy something after seeing the same ad repeatedly online, while it was also discovered that consumers seeing an ad 10 times feel "angry" and those viewing an ad 5 times experience "annoyance" accompanied by the perception that it the advertising is "intrusive".

Overall, more than half (53%) of the surveyants felt that although online ads are of initial interest, the more they are repeated the more the interest turns to frustration and anger. The study found however that people are less likely to be annoyed if they see retargeted ads on relevant, quality platforms, especially those they trust, such as a hotel ad appearing on a frequently used travel website.

Head of Media Strategy at Rapp, Paul Phillips, commented: "The retargeting-genie is certainly out of the bottle, but it's a fine line to tread as brands potentially lose control through a perfect storm of increased automated buying and the spectre of consumer cookie deletion.

He added: "Marketers and planners are negligent if they don't devote more careful planning around frequency caps and other contextual filters before letting the maths men hit the send button."

The study, titled 'Familiarity, Frequency and Fine Lines', was conducted across 1,600 Britons aged 20 to 60 in the UK.

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