Consumers vote with their feet – opt out rates dwindle

Posted by Merchenta on December 17, 2011

It’s been our long-held belief that consumers value relevant, appropriate marketing over irrelevant, spammy or aggressive in-your-face targetted advertising. 

And now we can share the proof.

Since joining the IAB’s Online Behavioural Advertising initiative, we’ve been watching opt-out rates carefully. Although every Merchenta IntelliAd contains an opt out capability and we’re listed on the IAB’s “youronlinechoices” sites, opt out rates have remained stubbornly low. Indeed, they are falling month on month. For the month of November, just 0.2% of consumers who saw one of our ads opted-out – of those 60% opted back in within 24 hours.

Proof, if more were needed, that consumers value advertising relevance.

Dynamic, personalised, relevant

Our IntelliAds are personalised in real-time for each individual consumer, every time. We determine the best performing ad, branding, messaging and product selections in milliseconds every time we see a consumer. Merchenta uses sophisticated behavioural analytics to glean insight from seemingly random consumer behavioural. Through knowing the consumer, relevance drives results.

Show me how

We’re thrilled with the results.