After hearing murmurs in the marketplace that brands no longer believe in the power of digital display advertising, Quantcast needed to understand why. Working closely with Brunswick Group, a global advisory firm, we uncovered how consumers across the globe really feel about digital advertising and the content delivered to them every day.
We found that consumers are hungry for more relevant advertising. They crave advertising that fits their interests and meets their specific needs as consumers. However, our research indicates that two-thirds of Internet users do not find most ads to be relevant. The disparity between what consumers want and what they’re being served is what we like to call “The Relevance Gap.” There is a huge opportunity to make marketers believe in display again and put their ad dollars to better use to fill this gap, win consumers and make their brands stronger.
More on The Relevance Gap in the infographic below: