As a result, people experience banner blindness, that is, the consumer begins to intentionally or unconsciously ignore advertising content. Alexander Starostin, CEO and co-founder of the media platform First Data , explained why this happens and what alternatives brands have.
Subscribe to RB.RU in Telegram Irrelevant new zealand telegram number database advertising offers , only 26% of marketers believe they have enough data about their audience. Lack of information means advertising misses the mark and irritates consumers. Imagine that a person has been choosing a new wardrobe for a long time: he studied options on different websites, read reviews, compared quality and prices.
Finally, he bought the wardrobe. However, advertisements for chests of drawers, shelves and nightstands continue to haunt him for at least a couple of months. Such offers do not meet customer needs, especially when it comes to furniture, household appliances or other large purchases that are made once every few years.
Another example is contextual advertising of travel packages, which is shown to a man who looked at pictures of resorts in a search engine. Or an offer of children's products to a 30-year-old woman only based on her gender and age.