Poor Ad Targeting Rankles Across Generations - eMarketer

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Poor Ad Targeting Rankles Across Generations

Millennials, Gen Xers and baby boomers all feel left out of targeted campaigns

March 11, 2016

When it comes to targeted advertising, many US internet users across generations feel like they are forgotten about by advertisers, according to November 2015 research. And they feel it’s about time they’re recognized.

Attitudes Toward Targeted Advertising According to US Internet Users, by Generation, Nov 2015 (% of respondents in each group)

Yahoo, Audience Theory and Ipsos surveyed 2,005 US internet users about their attitudes toward targeted advertising. A quarter of Gen Xers said they feel like their generation is often forgotten about by advertisers, and nearly a quarter of millennials and baby boomers felt the same way.

Indeed, respondents said they wanted to be recognized. More than one-third of millennials and Gen Xers aid that it’s about time advertisers recognized that their generation shops too, and nearly a third of baby boomers agreed.

US Digital Shoppers Who Believe that Digital Ads Are Properly Targeted to Their Interests, by Demographic, June 2015 (% of respondents in each group)

In fact, 37% of millennials said they would be more likely to click on an ad aimed specifically at their generation, and 34% of millennial respondents also said they would be more likely to purchase a product from a brand whose ad is targeted specifically at their generation. Gen Xers and baby boomer respondents were in agreement as well.

While targeting may often get a bad rap among digital audiences who find it invasive, US digital shoppers appear to find at least some targeting helpful, a June 2015 survey from Adadyn found.

Indeed, more than three in five US digital shoppers (62%) believed that digital ads are generally well targeted to their interests. Younger respondents tended to be more likely to agree with that than their older counterparts, but even among respondents ages 55 and older, half said digital ads were properly targeted for them.

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