Ads Stalk Consumers Online

Online advertising is such a powerful tool for retail marketing but we all would be wise to really understand who we are trying to reach, when and with what message. This advice seems obvious but is often disregarded by retailers and manufacturers trying to use the internet to build their brands. The low cost of scale on the web doesn't help us. It is too easy to scale up online programs and over-saturate the market.

The author talks about being "creeped out" by online ad stalking. The Interscope team agrees and that is such a common response in our research on marketing effectiveness. Consistently, consumers say they don't like online ads and rate them even lower than TV copy, but they do work so it is a classic case of what consumers and shoppers say and do are disconnected. The holy grail is getting consumers to engage in and enjoy online ads because they are targeted, relevant, build trust and strengthen loyalty.

Alison Chaltas, EVP, GfK Interscope

Consumers become upset when advertisers stalk them online, however, what many consumers do not realize is that they have been stalked offline too, in many different ways, for many years! The difference is that online, sometimes the ads become even more subtle.

David Biernbaum, Senior Marketing and Business Development Consultant, David Biernbaum Associates

Calling it "ad stalking" is loading the conversation from the beginning. Calling it "ad personalization" seems more in line with the ideal direction these ads could take. If you search for and shop for baby strollers, it seems only logical that your overall mix of ads across your web surfing experience begins to favor baby products.

As marketing professionals, it's our responsibility to use the tools available to create ads that are relevant to consumers *without* being annoying.

Ben Sprecher, Founder and VP, Marketing, Incentive Targeting, Inc.

I have been the "recipient" of ad stalking. The best at this by far is Amazon.com. I bought a book on photography for a friend's son from Amazon.com months ago. I am still getting weekly notices about new books on the subject. I researched video cameras online months ago and I'm still getting offers at least twice weekly.

Advertisers are going to follow any path they can in order to bring in the business and justify their contracts. I am sure this will only become more aggressive and sophisticated in the months and years to come.

Ed Rosenbaum, CEO, The Customer Service Rainmaker, Rainmaker Solutions

Doesn't everyone know they are tracked online? Isn't it like walking in London now? It used to be concerning to be on camera 24-7, but after a while, everyone forgets.

Anyway, I think that even from a consumer's perspective, seeing personalized ads is far better than seeing the pop-up junk ads from 5-10 years ago!

Jonathan Marek, Senior Vice President, Applied Predictive Technologies

On the oft-repeated basis that more people are getting less privacy-concerned (forgive the deliberate poor grammar there but I'm trying to make a point), it probably doesn't matter a whole lot. For many of us, however, any kind of stalking is anathema and will only serve to make us do less online shopping/browsing. Which would be a total lose/lose result.

Bernice Hurst, Contributing Editor, RetailWire

A few months ago I was thinking of taking a cruise with my family. I didn't buy, but as time went on I started seeing display ads on the publisher sites. Eventually, I realized it was time to go back to the cruise site. I did, and I booked a cruise. So, retargeting does work. And, it wasn't the least bit intrusive.

Gary Ostrager, Retail Industry Strategist, Acxiom

I also have to disagree with the term "ad-stalking." I too favor the term ad-personalization.

Let's face it, we're evolving out of an advertising world that's been doing things the same way for hundreds of years--broadcast, interrupt and sell. And we all hated that too!

It's going to take a while for us to get our arms around personalized marketing messages coming to us but I can't help but believe that once marketers get it right, we all win.

Doug Stephens, President, Retail Prophet

If or when the "do not track" registry gets launched, I'll be signing up. I regularly experience the tracking described by the author, and I agree that it's creepy. Makes me feel like my every online move is being watched. And unfortunately none of the ads feel personalized. I also wonder about their effectiveness. They pop up with such frequency that the only thing the brand does accomplish is coming off as desperate and annoying.

Tim Henderson, Retail Editor/Writer, Independent

I'm really into securing my computers and need to allow cookies to each site (including RetailWire) and I still see some of this ad following. I'm also one that does a lot of oddball and off the wall searching/comparing, and this really makes some of the ad-trackers do crazy things.

I really do not like to be tracked in anything that I do, so I do whimsical searches and comparisons to keep from being well-defined on the web.

'emongeau'

It feels creepy because it IS creepy. Imagine someone following you around in the mall to note your preferences; would you appreciate the fact that ads you saw were more personalized? I make a point of writing off companies that follow me around online and I'm sure I'm not alone.

Cathy Hotka, Principal, Cathy Hotka & Associates