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.

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With Merchenta’s split test feature we were able to conduct a test and track the results to show the value of our retargeting campaigns. Results were very positive and better than expected.