{"id":301095,"date":"2020-05-21T04:00:00","date_gmt":"2020-05-21T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/context-matters-new-uk-consumer-research\/"},"modified":"2023-07-27T09:35:22","modified_gmt":"2023-07-27T09:35:22","slug":"context-matters-new-uk-consumer-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/context-matters-new-uk-consumer-research\/","title":{"rendered":"Context Matters! New UK consumer research"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-113218 size-medium\" src=\"\/wp-content\/uploads\/2020\/05\/UK-research-760x357.png\" alt=\"Data Privacy and Contextual Advertising Research \" width=\"760\" height=\"357\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For a while, we all knew content was King. And to an extent, it still is &#8211; but the new King on the throne is now <\/span><b>\u2018Context\u2019<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Context is incredibly important in nearly all instances, but has most recently hit the advertising scene due to its power in effective targeting. For automated technology, such as programmatic, targeting a user based on the context of the page the user is in can prove highly effective &#8211; not to mention provide a viable alternative to the recent shift from cookie-based targeting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Say, you are reading an article about jaguars in the wild. If the context of the article was understood, you may get an ad from the RSPCA (appropriate). However, if the context of the article was not considered, and the words \u201djaguar\u201d, \u201cspeed\u201d and \u201cfast\u201d were picked up, you could get an ad for the latest Jaguar car. So, we can see that context matters when it comes to targeted advertising. But what about the consumers receiving the adverts &#8211; how do they actually want to be targeted by advertisers?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">IAS undertook research with 526 UK consumers to find out how they feel being targeted online, the use of the data that is used to do this, and how advertisers can continue to achieve results in a cookie-less world. Here\u2019s what we found:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consumers prefer brands to target them based on their <\/span><b>behaviour and context\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">48% prefer contextually targeted ads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">35% are receptive to ads based on their previous purchases\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">34% want to be targeted based on their browsing history<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Consumers are growing <\/span><b>more aware of their data privacy<\/b><span style=\"font-weight: 400;\"> online<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">94% say online data privacy is very important to them<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">87% are aware websites and apps collect and share their data for advertising purposes<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">67% are confident in the security of their data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">50% believe the security of their data is their own responsibility<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There remains resistance from consumers around<\/span><b> the sharing and understanding of how their data is used\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">62% are still clearing\/deleting their browser history<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">61% would prefer a less targeted ad experience, rather than sharing their data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">33% are not even aware of any data privacy regulations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Our top takeaways include:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Data privacy remains top of mind for consumers, despite a significant proportion of respondents unaware of current privacy regulations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumers are aware of online data collection but still care deeply about their data privacy, so much so that they\u2019re taking action to restrict their data collection online<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">However, consumers are receptive to ads in the right environment and prefer contextual targeting methods<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Context matters.<\/b><span style=\"font-weight: 400;\"> Evolving privacy regulation and consumer preference will require a shift to contextual targeting &#8211; this will change the future of advertising<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Based on the findings, it\u2019s clear consumers have made progress in their understanding about how they receive the ads on their screen, but there remains some concerns around the safety of how their data is used online.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s great news that contextual targeting is in fact preferred by consumers. Now is the time for advertisers to take this approach and use it to effectively engage with their audience, whilst also at the same time navigating the loss of third party cookies. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You heard it from the horse&#8217;s mouth &#8211; it\u2019s what consumers want! Context has officially been appointed, King.<\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Context absolutely matters when it comes to targeted advertising. But what about the consumers receiving the adverts \u2013 how do they actually want to be targeted by advertisers?  Context, consumers &#038; advertising &#8211; explore the latest insight from IAS.<\/p>\n","protected":false},"author":1,"featured_media":293724,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,294],"tags":[],"class_list":["post-301095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-topics-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Context Matters! New UK consumer research - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/context-matters-new-uk-consumer-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Context Matters! New UK consumer research\" \/>\n<meta property=\"og:description\" content=\"Context absolutely matters when it comes to targeted advertising. But what about the consumers receiving the adverts \u2013 how do they actually want to be targeted by advertisers? 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