The world’s biggest advertisers are spending millions of dollars each year on research and marketing to reach new audiences, but research has revealed a common complaint among consumers and media consumers: that ads don’t work well.
For years, people have been telling marketers that they need to find ways to target the right audience, and that they should target the wrong ones.
A new study conducted by research firm Ipsos, released Tuesday, suggests that this is a false dichotomy.
Ipsos found that 70 percent of respondents believed that ads worked well when they were targeted at people they already knew or would have known were interested in the same type of content.
That was true across the board.
The problem, Ipsos said, was that people didn’t know that they were being targeted, and often didn’t even know it was an advertising technique.
In fact, more than half of the respondents said that the people they were targeting had no idea they were going to be in the ad.
But, Ipso’s research found, it’s not that the ads didn’t work.
It’s that they didn’t really work well at all.
Ipso surveyed more than 4,000 Americans and found that 80 percent of them believed that they would see an ad in their inbox or on their phone if they targeted a certain group.
And the biggest reason for this was that the ad was targeted at a specific demographic.
When it came to targeting specific audiences, respondents were split down the middle.
The top reason for people to be frustrated with ads targeting them is that they don’t target the correct audience, IpsOS found.
More than a quarter of respondents said they were “frequently disappointed” when they saw ads targeting a particular demographic, and almost one in five respondents said it was more of a “big deal” that they weren’t getting an ad when they should have.
“We were looking for a clear reason that you’re not seeing ads,” said Ipsos President and CEO Paul J. O’Leary.
“It’s not like it’s a ‘mystery’ or a ‘mistake’ or ‘weirdness’ or whatever.
It just isn’t.”
He added, “We’re seeing it more and more, particularly with people who have never seen advertising before.
They just aren’t getting the right results.”
The results also showed that, at the same time, nearly half of respondents were surprised that they saw the ads, while half said they weren�t surprised at all or they were surprised at least once.
When asked if they were aware of any ways to avoid these pitfalls, respondents said most would look at the audience in question.
But most also said that they believed they should look for an ad that targeted them.
Ipsa’s research shows that most people think they need better ad targeting strategies, and more than 60 percent said they felt that their ads didn�t work well because they didn�re targeting the right group.
That�s not surprising.
It�s something that many of us have experienced.
We know it is true.
But what Ipsos is finding is that most marketers don�t know how to target these types of ads, said Ipsa CEO Mark Zwicker.
And even though most people have heard about this issue, most of them don�ts know how it is that this kind of information is getting into the wrong hands.
“There is a lot of misinformation out there, and it�s getting into people� heads,” said Zwick.
“So, you need to get a better grasp of what is happening and where that misinformation is coming from, and get it out there and get people to think more critically about it.”