A Third of Consumers Say They Would Exchange Personal Info for Content via MediaPost (source: Accenture Interactive)
Online ads are everywhere, with nearly half (48%) of consumers saying that they feel they are affected by advertising on a day-to-day basis, according to a new study from digital marketing agency Accenture Interactive.
Two-thirds of the respondents to this latest Accenture Interactive survey—which surveyed more than 1,000 consumers about their content preferences, habits and needs—said they engage with video content for entertainment.
For advertisers, it is not a question of “if you are ready” any longer but rather “how you will generate the most powerful content?” the study states. Businesses will connect with consumers if they focus on developing strategic video content to educate, show authenticity, and build consumer relationships.
The majority of people find advertising invasive (53%), as opposed to 26% who find it convenient. If advertising is to be made more palatable, video advertising needs to be highly targeted and relevant to audience needs.
One in three consumers (35%) would register with a brand and share basic information in exchange for compelling content. More than half (54%) believe value isn’t diminished even if a video is sponsored by a brand.