Decision Tool

Consumers Want Online Advertising To Be Relevant, Respectful, And Rewarding

Forrester Technographics® Digital Consumer Community Report, September 2012

October 11th, 2012
Lindsey Colella, null
Lindsey Colella
With contributors:
Joanna O'Connell , Reineke Reitsma , Ryan Morrill

Summary

In the age of the always addressable customer, where hyperconnected consumers are increasingly savvy and demanding of the brands with which they interact, marketers must become more audience-centric in their approach to display advertising. This report highlights consumers' true perception of online display advertising — how they feel about the types of display advertising and targeted advertising, what they do when they come across a relevant display ad, and, most importantly, what they wish advertising executives knew about them.

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