Neil Shoebridge reported on research conducted by Ipsos Mackay today, which found that Australian consumers were finding new ways to avoid advertising.

The same story was also reported by B&T.

According to the B&T article:

• Advertising is generally seen in a negative light
• Consumers object to ill-considered timing and placement of ads – especially during a time of financial stress
• Consumers feel that advertising is infiltrating their culture and everyday life

The advertising industry is hoping to leverage the Internet as a means of moving to advertising that is behaviourally targeted. This will be an enormous challenge for the industry given privacy concerns and the fact that consumers expect more regulation today, as the B&T article notes.

The findings are based on discussions with 16 groups of men and woman (older  than mid-twenties) in Australia.

Tags: Advertising, Shoebridge, Targetting