ADOTAS reported yesterday that Revenue Science and the Ponemon Institute issued research findings confirming what we’ve suspected all along: consumers prefer advertising relevant to their individual interests. Indeed, “63 percent of those surveyed said that Internet marketers should ‘always’ understand their interests prior to sending them advertising.”

More than 1,700 people were surveyed for the report. Fifty-five percent of those questioned stated that relevant advertising – an advertisement of interest to the user – “improves” or “greatly improves” the user’s overall experience online. Furthermore, concerns about cookies among savvy users are fast declining.

According to Revenue Science’s chief marketing officer, Omar Tawakol, “What’s especially interesting is that knowledgeable respondents appeared to be much less concerned about the use of cookies. In fact, 63 percent of respondents stated that they’re likely to click on an Internet ad that reflects their interests and preferences regardless of whether it utilizes cookies.”

From our perspective, relevant ads are the smartest and best way to reach consumers online—and this research validates that belief. Whether the relevancy is determined by context or behavior, consumers are more likely to become purchasing customers if the offer is aligned with their interests. Period.

For more information on the research findings, read the full ADOTAS story at: http://www.adotas.com/2006/04/study-finds-relevant-advertising-improves-online-experience-cookie-concern-down/