Consumer Demands for Curated Ads from Trusted Brands Is Prompting Retailers to Tap Retail Media Opportunities
Consumer demands for curated ads from trusted brands is prompting retailers to tap retail media opportunities and open up new revenue streams from monetising their first party audiences, according to the latest research from ADvendio, the leading omnichannel advertising solution provider.
Original research of over 1,000 UK shoppers by ADvendio showed the impact of customer engagement via traditional advertising was diminishing, with UK shoppers saying they ignore over half (56%) of digital advertising they see, while 54% of search ads also go unnoticed by UK consumers.
And this diminishing engagement is being caused by unpersonalised and poorly targeted advertisements and engagement strategies; 68% of shoppers say they often received ads from retailers and brands that are unpersonalised or irrelevant, and 74% report they regularly receive ads for products they aren’t interested in. A further seven in ten (68%) also said they frequently get served content digitally that’s not relevant to them.
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