Advertising has always been the driving force behind quality content, and the ad industry has reshaped its business models as today’s Internet-based content ecosystem continues to evolve. Generic print ads of yesterday have made way for tailored Internet ads that fuel free access to everything from local news to viral videos like the Harlem Shake!
But do Internet users know that ads tailored to their own interests helps provide for their free content? And how do they feel about seeing these ads?
A new poll shows that Americans value free Internet content, and they are comfortable with the tailored Internet advertising that powers it. The survey, released by the Digital Advertising Alliance (DAA), measured consumers’ attitudes about Internet advertising. Despite the seeming unpopularity of “behavioral advertising” the survey found that when given the choice, Americans would prefer ad-supported content to paying for ad-free content. Some key data points:
· 92 percent of Americans think free content like news, weather and blogs is important to the overall value of the Internet (64 percent extremely important, 28 percent somewhat important)
· 75 percent prefer ad supported content to paying for ad-free content
· 41 percent of users think that browser obstacles to displaying advertising will result in less access to free content
Tailored ads are worth more to advertisers than generic ads aimed at the general population. That’s why they are so vital to the future of quality Internet content. The DAA survey shows that most Internet users support this revenue model:
- · 68 percent prefer to get at least some ads Internet directed at their interests
· 40 percent prefer to get all their ads directed to their interests
· 47 percent would oppose a law that would restrict how data is used for Internet advertising but also potentially reduced free content availability, compared to only 22 percent that support such a law
DAA’s findings are promising for the viability of the content industry. Most Americans are comfortable with seeing ads that are directed at their interests–and all Internet users deserve a transparent experience with online advertising. To that end, the DAA runs the ad industry’s primary opt-out program, a choice tool that allows users to tailor how and whether they receive interest-based advertising.
Read more about the findings from the DAA poll.
Laura Greenback is Communications Director at SIIA. Follow the SIIA Public Policy team at @SIIAPolicy.