Internet users want a more personalized ad experience

Getting content to users is becoming more difficult. Social media users, millennials in particular, are opting out of advertising entirely, and they’re skeptical of marketing content in general. A report from interactive video platform Rapt Media analyzes current trends and offers advice for moving forward.

95 percent of users surveyed said they take actions to avoid seeing or receiving ads. Some just block ads, while others avoid signing up to email lists or disable cookies that can track their browsing activity. 67 percent said they use blockers because brands are sending too much marketing material, 55 percent say the content isn’t tailored to them or isn’t interesting, 46 percent describe ads as too pushy and 42 percent simply don’t trust marketing messages.

Tim Dingersen