SALIENT SPOTLIGHT: Ogury’s Dose of Reality For The AdTech Space
This week, SalientMG would like to spotlight Ogury’s recently released Reality Report.
This reality report is extremely insightful for the companies putting budget towards securing the attention of their consumers on mobile. Now they can get a real understanding of how their consumers feel about their advertising efforts.
Recently, Ogury released The Reality Report: Consumer Attitudes Towards Mobile Marketing 2019 containing 35 pages of facts, statistics, and analysis of how consumers really feel about mobile marketing, advertising, and data privacy. Ogury conducted the global survey from February 12-18, 2019. They received answers from 287,571 mobile users throughout the US, Germany, Spain, Italy, France, and the UK.
The Reality Report highlights how current digital marketing practices are failing to provide value to users and could endanger organizations’ long-term prosperity. The most surprising finding showed that not only do 79% of US respondents find targeted marketing messages annoying, but 55% agreed that annoying/intrusive messages give them a poor opinion of the app or website that hosts these messages.
Elie Kanaan, CMO, Ogury, said, “This survey shows that brands and publishers should keep the long-term business outcomes in sight. They should not be lured by short term gains from serving intrusive or irrelevant ads. It is simply a business model that will scare away half of their customers.”
This should come as no surprise. So, why is it that companies still can’t deliver advertising messages of value to consumers? Even as digital ad spend exceeded $100B last year and data is more accessible than ever before?
Ogury explains the answer is not to gather more data, but to reset how we obtain user consent. In order to truly deliver value in advertising, brands and publishers need to move fast. They need to make changes to deliver targeted messaging of value and present users with clear consent options. While irrelevant ads may provide short-term commercial gains, the negative impact on a reputation and user appreciation will outweigh those gains.
“At least two things need to happen to change users’ perception of digital marketing: give users clear choices and respect these choices when they are made” Kanaan continued. “Ogury is inviting the digital ecosystem to embrace this new marketing model driven by choice and providing a fair value exchange among consumers, publishers and brands.”
The full report is available here.
The full press release is available here.