Brussels, 03 March 2021 - Recently commissioned by the European Interactive Digital Advertising Alliance (EDAA) [1] and conducted by Ipsos MORI, the 2021 European Advertising Consumer Research Report [2]captures an overview of respondents’ attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) - or Data-Driven Advertising - in ten European markets.
Results show that end-user awareness of - and engagement with - the AdChoices Icon, which provides users with transparency on tailored digital advertising, continue to rise; the positive impact the Icon has on consumer attitudes towards brands and websites whose ads showcase the Icon also sees marked improvement. The EDAA Self- Regulatory Programme can have a positive effect on attitudes too, with favourability towards OBA rising in all countries surveyed when the Icon is displayed.
“This research outlines how important consumer-centric industry-driven initiatives are. Building consumer trust through transparent information and empowering them with concrete and actionable choices builds confidence and is the way forward. Trust is a cardinal requirement for a thriving online advertising ecosystem.”
Angela Mills Wade, EPC Executive Director & EDAA Chair
“As we know people are increasingly worried about what data is held on them and how it is used. The increased recognition and understanding of the AdChoices icon and the positive impact this has on the trust in brands, websites and the digital advertising ecosystem can only help to mitigate concerns people have in a digital context. This is a positive and welcome movement for both people and advertisers alike”
Peter Cooper, Research Director at Ipsos MORI – Observer
You can access the full report here. [2]
Awareness of the AdChoices Icon continues to grow whether accompanied by the explanatory text "AdChoices" or not.
The impact of the AdChoices Icon is a key metric for the European Self-Regulatory Programme and the progress recorded in 2020 is particularly encouraging.
User behaviour remains complex.
Interviews were carried out by Ipsos MORI on their online i:Omnibus service from 30/11/2020 to 14/12/2020 on behalf of EDAA using a quota sample of adults who are members of Ipsos’ European Online Panel. For each country, quotas were set according to age, gender and region. See full methodology in the report here. [2]
Links:
[1] https://edaa.eu/
[2] https://edaa.eu/2021-european-advertising-consumer-research-report/
[3] http://www.edaa.eu