The current trend study examines the acceptance of advertising on the Internet. According to the study, three quarters of respondents (71 percent) are aware that advertising is an indispensable means of financing digital offerings on the Internet. At the same time, more than half of those surveyed (58 percent) find advertising fundamentally annoying.
Two out of three respondents (67 percent) say they are more likely to pay attention to advertising if it is well designed. This shows that the age group of digital natives, people between 16 and 29, is more receptive and open-minded overall than the age groups of 30 to 49 or 50 and older.
A comparison of personalized advertising with contextualized advertising shows that personalized advertising receives more attention. However, contextualized advertising achieves more acceptance. "Users assume that advertising and website content are aligned. They see advertising as a valuable complement. If the advertising does not match the content of the page, this is irritating," explains Timo Lütten, head of the OVK unit Environment Quality and Advertising Impact at BVDW. It's a different story with the perception of personalized advertising. "Almost two-thirds feel uncomfortable and spied on by advertising tailored to their needs. Digital natives are the exception here. Advertising tailored to their needs is more widely accepted by 57 percent of 16- to 29-year-olds than is the case on average across Germany," Lütten continues.
Clear and visible labeling of advertising is a must for 71 percent of respondents. Unmarked advertising is a no-go, especially for people over 50.
Image transfer effects occur between the media brand and the advertising brand. Advertising environments can thus have a positive or negative impact on the perception of advertising. More than half of the respondents confirm such transfer effects from digital advertising media to the advertising brand. Advertising on established quality environments is perceived as more positive and credible. This media brand effect is again strongest among digital natives.
However, the survey makes it clear that the effect works in both directions and that the advertising placed is also transferred to the advertising environment. Thus, 81 percent of respondents stated that dubious advertising can lower the reputation of a digital offering.