Brits want more relevant ads - but not using their data

Marketers are facing an uphill battle in their age-old quest to get closer to customers, with a new analysis revealing that, while one-third of UK consumers crave more personalised ads, only a mere 6% are willing to share additional data to facilitate them.

That is according to a new study by agency Precis Digital, conducted by the YouGov Analysis Institute, on consumer attitudes towards privacy and wider societal issues in digital advertising in the UK.

Despite the preference for personalised ads, a significant 52% of consumers have revoked consent from brands, with a large percentage citing annoyance (56%) or intrusiveness (53%) as the primary reason. This, the report argues, highlights the need for marketers to address the consumer demand for a better experience of online advertising and use of data.

Surprisingly, only a third (33%) of respondents agree that online ads are more relevant than offline, despite the conventional wisdom that digital advertising offers significantly better targeting and personalisation.

Additionally, 41% insist they have not seen any improvement in their online experience since the GDPR was introduced in 2018.

The report maintains that the findings shed light on the complex landscape of consumer preferences and underscore the urgent need for brands to bridge the gap between data-driven marketing and customer expectations. These insights underscore the importance of fostering transparency, building trust, and a strong focus on customer experience.

Precis Digital managing director Rhys Cater said: “The findings shine a spotlight on the evolving dynamics between consumers and brands in the digital marketing landscape.

“The stark contrast between the desire for personalised ads and the reluctance to share additional data reveals a critical disconnect. It is clear that building trust, respecting privacy, and delivering meaningful experiences are paramount in today’s marketing environment.”