Majority of consumers want control of their online ad load

By Patti Summerfield, Published by Media in Canada
 

Many internet users would prefer more control over ad delivery than the ability to block them, according to a new survey from UM, MAGNA and Brave.

 
When it comes to consumer attitudes toward online advertising, the majority (67%) feel bombarded by the number of ads, and more than half (60%) feel as if they’re continually being tracked by advertisers, according to a new study from UM, MAGNA and privacy browser Brave.
 
Rather than ad blocking, 79% of internet users say they would prefer to have more control over the content they receive. In addition, 72% feel online ads that are presented to them at a convenient time and separately from web content are just as preferred as no ads at all.
 
If they could control their online ad load, 81% of participants say they would consider using more adsupported websites without paying for content (66%), support brands they see ads from (61%), and even spend more time online (60%).
 
The study also found that 80% don’t trust online ads, 74% are not open to seeing online ads, and 74% hate online ads. Ad tracking is a big irritant: 70% find it creepy to see ads for products they’ve previously searched and 60% feel like they’re constantly being tracked.
 
In addition to gauging attitudes towards advertising and the value exchange, the research also included five ad effectiveness studies for brands American Express in Canada, as well as Canada Dry, Mini, Energizer and Simple Mobile in the U.S.
 
The brands found that between 61% to 74% of consumers interacted with their online ads when they were offered more control over ad load in a privacy safe environment. The advertisers also saw significant increases in key branding metrics including brand association (+15% – +17%), intent to research products online (+30%), and purchase intent (+9%).
 

Read the full article at Media in Canada

Consumers want control over ads served

By Sabrina Sanchez, Published by Campaign

A study by MAGNA and Brave shows consumers engage more with privacy protected ads.

 
Consumers aren’t interested in ad tracking — just look at the dismal opt-in rates on Apple’s iOS 14.5 update, which explicitly asks people if they want to be tracked by advertisers.
 
But they do engage with ads that appear in a privacy safe environment, according to a study released by MAGNA and privacy browser Brave.
 
The study, released on Thursday, shows that while most people, including Gen Z and Millennials, understand the role online ads play in enabling free content on the internet, the majority feel bombarded by the ad loads (67%), and 70% feel that ad tracking is creepy.
 
But that doesn’t mean people prefer to block ads completely. Of the survey’s more than 1,000 respondents, 79% preferred more control over ad blocking (73%) to completely blocking all ads. Additionally, 72% of people said online ads presented separately from web content at a convenient time were just as preferred as no ads at all.
 
The data shows privacy and greater consumer data control is good for marketers, not negative, despite industry wide concern over the loss of third-party cookies and mobile identifiers, said Kara Manatt, SVP of intelligence solutions at MAGNA.
 
“Advertisers [should] lean into these types of ad environments, because more and more people are going to be opting for them,” she said. “[They want] something in the middle — not having to pay for content and blocking all ads, but also not being constantly targeted or having a huge ad load.”
 
The study also evaluated ad effectiveness with five brands, including Energizer, American Express, Canada Dry, Mini and Simple Mobile, surveying more than 10,000 respondents. All five brands saw 61% to 74% engagement with their online ads when run in a Brave browser, which offers more control over ad load.
 
“When we asked people what they value about online advertising experiences, privacy protected ads and the option to control ads ranked the highest, followed by the desire to have ads that use a lot less of their personal data,” said Clayton Hartford, director of sales at Brave Software.
 
He added that users also want more control over which ads they see.
According to the survey, 66% of respondents would use more ad supported websites without paying for content if they had more control over ads, support brands they see ads from (61%), and even spend more time online (60%).
 

Read the full article at Campaign

CONSUMERS WANT CONTROL, NOT AD BLOCKING, IN ONLINE ADVERTISING

By Mike Juang, Published in AdAge

Audiences require value in exchange for seeing ads, new survey from Magna and Brave finds

 
Audiences want more control over the digital advertising they see, and want to get more in exchange for the ads they are shown, according to a new survey done by Interpublic Group’s Magna and the privacy-focused Brave web browser. While most people understand the role online ads play in supporting content, most say ads are too numerous–and too intrusive.
 
The results also painted a dire look at ad tracking, with 70% agreeing that it was creepy to see online ads for products previously searched and 60% feeling as though they were constantly being tracked by advertisers online.
 
“People feel completely bombarded with ads, and that’s been the main driver for negative ad sentiment,” said Kara Manatt, SVP of intelligent solutions at Magna. “They don’t want to feel trapped and want more control over their ad experiences.”
 
Most people don’t love or trust the ads they are served, with 80% saying they don’t trust online ads, 74% saying they are not open to seeing online ads, and 74% saying they hate online ads.
 
The intrusiveness of online advertising has become a heated topic in ad tech, and has led to action from lawmakers passing data regulation and privacy legislation, like Europe’s GDPR and California’s CCPA. The controversy has also led to companies like Google and Apple phasing out third-party cookies and identifiers, creating a rush within the advertising industry to find new ways to target ads without cookies.
 
But while the survey painted an unflattering portrait of digital ads and ad tracking methods, it also found that most audiences were not fundamentally opposed to online ads. 67% of Gen Z and 64% of Millennials agreed that online ads served an important purpose. (That number dropped to 61% within Gen X respondents and climbed to 65% of Boomers.)
 
According to the survey, the problem could lie in the value people were getting in return for being shown digital ads. 80% of respondents felt they didn’t get much in return for the online ads they saw, with 67% of respondents said there were too many ads on the internet and felt bombarded and 64% saying online ads interfered with their web experience.
 
But ad blocking is not the top go-to solution. 79% of survey respondents say the most appealing option would be to control the number of online ads they see daily, while 77% said they wanted online ads that are privacy protected. In comparison, 73% wanted a browser that blocks ads. The survey also found several popular solutions, like ads that tell a story, show previously searched products or letting audiences choose what brands served ads, were not as appealing or valuable to their ad experience as control and ads that don’t use personal data.
 
“We need to innovate, and for advertisers, they should be considering new and different ad environments,” says Manatt. Advertisers need to give consumers different options, or risk losing audiences to ad-free environments like Netflix, Disney+, and other SVOD services, she says. Not fixing the problem could destroy what little remaining trust there is between audiences and advertisers.
 
“There are two options: you see a lot of ads, you feel trapped, but you get free content. On the very opposite, there’s the Netflix paradigm. You are paying for great content but no ads,” says Manatt, who adds that people are not saying they want to block all ads. “I think the results show us there’s a need for options in the middle.”
 

The full study is available here.

New Study by MAGNA & Brave Shows That Consumers Are More Likely to Support Brands in Ad Environments Where They Have Control

Study finds that three in four people find privacy protected ads and the option to control the number of ads they see daily appealing

 
New York, NY – July 21, 2021 – A new study released today by MAGNA and privacy browser Brave, “Delivering Ad Experiences People Want: Challenging the ‘Status Quo’ Ad Value Exchange,” explored how people really feel about the ‘status quo’ ad value exchange, where people receive free content in exchange for being served ads, along with traditional ad tracking. The study found that most people (80%) feel the trade-off is a one-way street. While most people, including Gen Z and Millennials, understand the role online ads play, the majority report negative feelings about ad load (67%) and ad tracking that feels creepy (70%). For this study, MAGNA partnered with Brave, a web browser with a global advertising platform built for privacy that rewards people for their attention.
 
The study’s main objective was to find out how people really feel about online advertising today, if the ‘status quo’ ad value exchange can be improved, and how well ads can perform in an alternative ad value exchange. The methodology was two pronged. It consisted of an online survey with 1,005 responses among the general population to gauge attitudes towards advertising and various ad value exchanges. In addition, the research included five ad effectiveness studies across MAGNA campaigns that ran on Brave. These surveys included 10,218 respondents and measured brand impact among people exposed to Brave’s privacy respecting ads (that don’t rely on third party cookies). The ad effectiveness testing spanned both US and Canadian markets, measuring ads for a range of brands, including American Express in Canada, and Canada Dry, MINI, Energizer and Simple Mobile in the US.
 
“The results of the Brave trial underscore the interplay between a compelling value exchange and an authentic approach to consumer privacy and preference,” said Arielle Garcia, Chief Privacy Officer, UM Worldwide. “Consumers are increasingly attuned to the dynamics of the ad-supported internet, and aware of how their data is used to deliver personalization. Empowering people by giving them more control over how their data is used and greater choice over their online ad experience work hand-in-hand to engender trust – the foundation of a fair value exchange.”
 
Additional findings of the Brave and MAGNA study include:

  • Ad tracking and ad load are palpable: People understand the importance of online ads, but incessant tracking and ad load are a considerable issue. The majority (67%) of people feel bombarded by the number of ads on the internet and well over half (60%) feel that they are constantly being tracked by advertisers online.
  • Outright ad blocking isn’t the answer: The study found more control (79%) is preferred over outright ad blocking (73%). In addition, 72% of people felt online ads that are presented separately from web content at a convenient time were just as preferred as no ads at all.
  • More user control is good for marketers: If people could control their ad load online, 81% reported they would consider taking positive steps that are good for the advertising industry as a whole, including using more ad supported websites without paying for content (66%), support brands they see ads from (61%), and even spend more time online (60%).
  • A safe environment allows for high ad interaction: All four brands that participated in the research found 61% to 74% interacted with their online ads when run in a browser offering more control over ad load in a privacy safe environment.
  • Privacy respecting ads yield results: MAGNA advertisers who partnered with Brave saw significant increases in key branding metrics including brand association (+15%-+17%), intent to research products online (+30%) and purchase intent (+9%).

 
“We know that Brave users are more receptive to our privacy-based ads based on their high engagement,” said Donny Dvorin, Brave’s Head of Sales. “This study confirmed both consumer acceptance of Brave’s advertising model and that Brave’s unique approach to advertising drives real business outcomes across many product categories.”
 

The full study can be found here.

 
About Brave:
Brave Software’s fast, privacy-oriented browser, combined with its blockchain-based digital advertising platform, is reinventing the Web for users, publishers, and advertisers. Users get a private, speedier web experience with much longer battery life, publishers increase their revenue share, and advertisers achieve better conversion. Users can opt into privacy-respecting ads that reward them with BAT (Basic Attention Token), a frequent flyer-like token they can redeem or use to tip or contribute to publishers and other content creators. The Brave solution is a win-win for everyone who has a stake in the open Web and who is weary of giving up privacy and revenue to the ad-tech intermediaries. Brave currently has over 32+ million monthly active users and over 1 million Verified Publishers. Brave Software was co-founded by Brendan Eich, creator of JavaScript and co-founder of Mozilla (Firefox), and Brian Bondy, formerly of Khan Academy and Mozilla.
 
For more information, visit brave.com or follow the company on Twitter @brave.
 
About MAGNA:
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.
 
We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://www-wp-stage.magnaglobal.com/ and follow us on LinkedIn and Twitter.
 
Media Contacts:
Zinnia Gill
Mediabrands
Director, Global Corporate Communications
(646) 965-4271
zinnia.gill@mbww.com
 
press@brave.com

IPG Mediabrands’ MAGNA Signs Partnership With Rapidly Growing Airport Network, ReachTV

A Featured Partner at MAGNA’S Equity Upfront™, Black-Owned ReachTV Positioned to Capture an Audience that’s Eager to Travel Again

 
NEW YORK–(BUSINESS WIRE)–As air travel is resurging, Mediabrands is joining forces with ReachTV, the rapidly expanding network available on nearly 2,500 screens at some 90 airports across North America and the United Kingdom.

The Black-owned network, which features a mix of original programming and content from a host of familiar networks, was a participant in Mediabrands first annual Equity Upfront. Created by MAGNA, the Equity Upfront showcased Black-owned and targeted media businesses to advertisers. Subsequently, Mediabrands pledged it would collaborate with clients across the network to invest a minimum of 5% in Black-owned media channels in aggregate by 2023.

ReachTV, founded by media investor and entrepreneur Lynnwood Bibbens, offers advertisers a “Truth & Positivity” programming philosophy and a clutter-free advertising environment. The partnership comes as the total number of flights have increased significantly since the all-time pandemic low of May 2020, according to the Department of Transportation’s most-recent Air Travel Consumer Report.

“ReachTV is dedicated to presenting uplifting content that appeals to a highly desirable audience of tastemakers on the go,” said Bibbens, who is also ReachTV’s Founder and CEO. “We can help Mediabrands’ clients reach travelers who are emerging from the pandemic with pent-up demand. We’re able to reach them from takeoff to destination and from terminal to bar to airport gate.”

ReachTV measured over 12B impressions annually when travel was at 50 percent of normal levels. In another indicator of a rebounding travel industry, ReachTV impressions were up over 70% last month.

In addition to producing original content, ReachTV is partnered with more than 50 content creators, including NBC, A&E, AMC and NFL Network. Since its 2016 launch, ReachTV has scaled rapidly, across North America, and has established a presence at airports in the top 10 U.S. media markets. ReachTV also is installed at three of the U.K.’s busiest airports.

The Mediabrands/ReachTV partnership includes partnership elements such as snipes during programming, sponsorships, content integrations and additional impressions. The outlet also has customized dashboards for marketers and can pinpoint placements near airport retailers selling their wares.

“The Equity Upfront and spending pledge aim to reverse long-standing inequities in the advertising industry,” said Dani Benowitz, President, US, of MAGNA. “As we launch our partnership with ReachTV, our clients will see the immediate benefit of how minority-owned media companies not only provide them with exciting content environments, but also closely connect them with highly desirable and hard to reach consumers in engaging ways. In addition to supporting equity in media, brands who put ReachTV in their mix are positioned to capture consumers as they start traveling again and excitedly renew connections with loved ones.”

ABOUT MEDIABRANDS:

IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients and provides strategic services and solutions across its award-winning, full-service agency networks UM and Initiative, and through its innovative marketing specialist companies Reprise, Magna, Orion, Rapport, Healix, Mediabrands Content Studio and the IPG Media Lab. Mediabrands’ clients include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in more than 130 countries, representing the full diversity of humanity. For more information, please visit our website: www.ipgmediabrands.com and be sure to follow us on LinkedInTwitter or Instagram.

ABOUT MAGNA:

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://www-wp-stage.magnaglobal.com/ and follow us on LinkedIn and Twitter.

ABOUT REACHTV:

ReachTV is the first Nielsen-rated, linear OTT entertainment network featuring a combination of short and long form series. ReachTV’s ground-breaking in-airport linear channels can be seen in over 90 of the top airports in North America and are expanding globally. ReachTV airports see over 1 billion travelers annually and generate over $1 billion in food & beverage/retail revenue every month. ReachTV delivers fresh daily content on the Company’s own patent pending delivery platform, which recreates the entire traditional television network ecosystem in the cloud. ReachTV produces content in its owned and operated studios, and partners with world-class producers to deliver outstanding original programming for its network and other distribution channels. In addition to its original programming, ReachTV channels feature innovative short and long form content from a broad range of production companies and networks such as NBCUniversal, AMC, Bloomberg, Business Rockstars, DraftKings, The Hollywood Reporter, Live Nation, Ovation, PlayersTV, and USA Today. ReachTV partnered to launch a Tastemaker network of Influencers and Celebrities under ReachTV. Social which has now grown in less than 18 months to over 350 million fans.

Contact

Rahel Rasu
Chief Communications Officer, Mediabrands
rahel.rasu@mbww.com