pop goes the filter bubble
TRANSCRIPT
82%
of people have never heard of the term
“filter bubble”
The general public are MORE aware of terms such as..
88% aware 81% aware
What we did
‘“Going on the internet is like going through
a middle eastern souk, you’re constantly
bombarded with stuff all the time, coming at
all angles. You start off and you're politely
brushing people off at first but by the time
you get to the end you’re like f*** off leave
me alone”
What do consumers think of their online experience?
Consumer knowledge
of tracking and targeting
7/10are aware that
advertisers pay to appear within
Google search results
Consumer naїvety
of personalisation
47% believe they
know what a web cookie is and
does
64% are not aware that Google
searches are personalised
61% are not aware that Facebook ads are matched to their personal profile
The challenge for brands
59% of consumers feel bombarded
by information that isn’t relevant
‘it’s nice to have something fresh and new, but to be
bombarded with information… after a while you’re
not really interested. It’s just everywhere, so there’s
never any new information there. It’s just telling me
what I already know.’
The challenge for brands
2/3of ads that consumers see
are random or not relevant You know, lose seven stone in four weeks and all
these rubbish adverts, they always seem to be the
same rubbish adverts down the side. There never
seems to be anything really amazing or good
company advertising…would you take the gamble of
going on their website? Is it a scam? Probably.’
The challenge for brands
57% of consumers are scared to
click on a brand ad in case it follows them
around
‘Even if you click on them once just for a little
curiosity value, suddenly they follow you around for
two or three months and I just can’t be arsed. I’m
very wary now of clicking anything.’
63% of people love it when they stumble across
something useful and interesting but
unexpected
Opportunity
for brands
Serendipity
Redefining relevance
We need more serendipity – in between the hyper-targeted and completely random. Something relevant but not exact.
52%
37% 37% 36% 35%
19%
My interests and
hobbies
Products I have
bought
previously
Products I have
looked at
recently but not
bought
Websites I have
visited
Recommendations
based on other
things I have looked
at or bought
My age
Where newsbrands stand
32% of participants cited newsbrands as their preferred source of news, whereas this figure was only 9% for Facebook.
50%
34%
14%
26%
6%
My interests and hobbies My age My social class
17%
Relevant advertising x preferred source of newsNewsbrands
Golden rules for online planning
Show a little respect
Redefine the role for online
advertising
Re-evaluate relevance
Keep the consumer
curious
the7stars
Founded in 2005, the7stars is the UK’s largest independent media agency.
Any questions: Helen Rose, head of insight
0207 436 7275
Newsworks
Newsworks is the marketing body for national newspapers in all their forms.
Any questions: Rupert Medler, insight executive
0207 747 2134