Contradiction 3

Advertising is becoming too specific

My third contradiction is that advertising is becoming too specific. By that I mean that it is both an advantage and disadvantage, since you are getting more ads for what you like but it also is bad.

Research

Targeting advertisement is a way of placing ads based on demographics, on the consumers previous buying history or on behaviours.

Social media ads

Most social medias place ads on the side of their pages, such as on Facebook.

Facebook uses an example of targeted ads called ‘engagement ads’, these are where you will get ads based off of the types of posts that you like and information you have input into it, such as your age or relationship status.

Search engine ads

Search engines tend to use targeted ads based off of your browsing history. For instance, if you search for hoovers, you will get ads for hoovers.

People click on search engine targeted ads 10% of the time.

Behavioural ads

Some websites target advertising based on your purchasing and browsing habits. Such as if you buy a new dree, you will get ads for dresses. With this way the ads will follow you from website to website.

Advantages

1.   The consumer is more likely to click on ads, since they are things that they like.

2.   More direct delivery of products that they can buy to the consumer.

3.   More of an effective campaign for the advertiser as people are more likely to click on the ad.

Disadvantages

1.   For the consumer they will not be introduced to new products that they may have never heard of before.

2.   The advertisers won’t get any new consumers, as it will just be targeted to people that like that brand or product already.