European Advertising Consumer Research Report 2015

Transcription

1 RESEARCH REPORT European Advertiing Conumer Reearch Report 2015 Conumer Awarene & Impact of European Self-Regulatory Programme for OBA Independent reearch conducted by Ipo MORI on behalf of TRUSTe and the EDAA TRUSTe Inc. +44 (0) European Interactive Digital Advertiing Alliance +32 (0)

2 2 INTRODUCTION A an approved Icon and Certification provider at TRUSTe, we are committed to the ongoing ucce of the European Self-Regulatory Programme for OBA. We are delighted to continue working with the EDAA and Ipo MORI to provide clear benchmarking data againt which the ucce of the European Self-Regulatory Programme can be aeed acro Europe. In it econd year the reearch ha been extended to cover 13 European market and provide valuable data for brand advertier, ad network, regulator and journalit alike to demontrate the growth of the European Self-Regulatory Programme acro Europe. Thi year reult how increaing awarene and ongoing poitive effect of thi important elf-regulatory initiative that give tranparency and control over advertiing choice to European conumer and i achieving growing recognition and momentum amongt the indutry and regulator. Chri Babel, CEO TRUSTe The 2015 Conumer Reearch Report, in conjunction with TRUSTe and Ipo MORI, how growing conumer recognition and undertanding of the European Self-Regulatory Programme on OBA. Building on the 2014 edition, the reearch add inight from Bulgaria, Ireland and Finland. Importantly, when preented with the Self-Regulatory Programme, thee finding how ignificant potential increae in conumer favourability toward OBA (up to 59% in Ireland) and trut in the brand being advertied (up to 56% in Bulgaria). The report come a European policy maker take key deciion that will affect online ad buine model. We re proud to demontrate, through thi report and the day to day operation of the Self-Regulatory Programme, how effective ad elf-regulation can and hould be conidered a a viable element of the policy mix in thi pace. Dr. Oliver Gray, Director General, EDAA

3 3 EXECUTIVE SUMMARY OF RESEARCH FINDINGS The European Advertiing Conumer Reearch Report 2015 provide a comprehenive picture of conumer attitude and awarene of the European Self-Regulatory Programme for Online Behavioural Advertiing (OBA) acro Europe. The tudy wa conducted by Ipo MORI, on behalf of TRUSTe and the EDAA from 21 October - 13 November 2015 with over 13,000 conumer acro 13 different European market. The countrie choen Bulgaria, Finland, France, Germany, Great Britain, Greece, Hungary, Ireland, Italy, Poland, Portugal, Spain and Sweden were elected baed on range of geographic pread and current implementation tatu of the European Self-Regulatory Programme. Tracking data i available for ten of thee market where TRUSTe and the EDAA conducted comparable reearch in Certain finding from Great Britain are alo trackable where TRUSTe ran comparable reearch in 2012 and There i an urgent indutry need to increae conumer undertanding of the value of advertiing, which upport online content and ervice often at little to no cot for the conumer, and the importance of programme which enable conumer to exercie meaningful choice with regard to online behavioural (commonly referred to a interet-baed ) advertiing, a oppoed to blocking ad altogether. The good new i that the reult how that awarene of the OBA Icon continue to rie and thoe who have een the Icon are chooing to find out more with at leat 1 in 4 conumer in ten European market clicking on the Icon. The Programme can have a poitive effect on attitude too, with favourability toward the idea of online behavioural advertiing riing in all countrie urveyed if conumer have a way to opt-out. A ummary of key finding i preented below: Conumer awarene of the OBA Icon and Admarker i highet in Portugal (40%), Greece (38%) and Ireland (32%) followed by Great Britain (28%) where awarene ha rien teadily for the lat four year. Acro nearly all countrie urveyed the recognition of the OBA Icon i greater when accompanied by the Admarker text e.g. AdChoice. At leat 1 in 4 uer have clicked on the Icon in ten of the European market urveyed. Undertanding of the Icon i increaing with conumer in 11 countrie placing manage their privacy preference in their top two choice for the meaning of the Icon, compared with only 4 countrie in All countrie demontrated potential for increae in favourability for the concept of OBA and increae in trut for the brand advertier through the Self-Regulatory Programme, with a potential 59% increae in Ireland.

4 4 BACKGROUND TO THE PROGRAMME FOR OBA The majority of internet uer want control over their privacy on the Internet. However they alo acknowledge the important role that online advertiing ha to play in making content and ervice available, often at little or no cot. The European Self-Regulatory Programme for Online Behavioural Advertiing (OBA) eek to trike that balance by empowering conumer with greater contextual tranparency and control. At the heart of the European Self-Regulatory Programme on OBA i an interactive pan-european icon to identify ad that are delivered to internet uer through Online Behavioural Advertiing (OBA). Thi icon i a conumer-facing, interactive ymbol that link conumer to mechanim for uer to control preference, including an online portal, where they can find eay-toundertand information on the practice of OBA a well a a mechanim for exerciing informed choice if they o wih, conumer may turn off OBA for ome or all companie. The European Interactive Digital Advertiing Alliance (EDAA) i the organiation reponible for adminitering the European Self-Regulatory Programme for OBA acro Europe and licening the ue of the OBA Icon and preference management platform. Third Party participant that demontrate full compliance with the Programme will be granted the EDAA Trut Seal from one of a number of approved independent certification provider. TRUSTe, amongt other, ha been approved by the EDAA a both an Icon and Certification provider for the European Self-Regulatory Programme. The Programme i enforced by the relevant advertiing Self-Regulatory Organiation (SRO) in each country (e.g. the ASA in the UK). If buinee are not compliant then the enforcement anction could involve remedial action; a formal invetigation, leading to the adjudication being publihed or bringing a company continued non-compliance to the attention of a third party potential client and partner. Further anction include removal of the Trut Seal and withdrawal of the OBA Icon. For non co-operative, eriou, peritent and/or deliberate offender, the SRO may alo refer the company to the competent national regulatory authority e.g. the Information Commiioner Office (ICO) in the UK.

5 5 EDAA S CONSUMER AWARENESS CAMPAIGN Education i a core principle behind the European Self-Regulatory Programme, and the EDAA launched a pan-european conumer awarene campaign in 2013 to help empower European citizen to make their own choice about online advertiing. The campaign provide information about the OBA Icon and the webite to the general public. The campaign aim to increae awarene and undertanding of the Programme, whilt enhancing conumer tranparency and control. Conumer are empowered through greater awarene of their online ad choice and alo learn how online advertiing help to fund ite and ervice they ue. Between 2013 and the end of 2015, the EDAA will have run the campaign acro 11 different countrie including two burt in Germany and Portugal. The campaign ha delivered over 680m total impreion and nearly 170m unique impreion acro all market o far. In addition, more than 650,000 click have been made with an average click through rate (CTR) of The new creative ha already proved highly effective with an average CTR more than twice a high (0.17) a the original banner ad (0.08). Impreion delivered acro Europe Total Impreion (in million) Unique Impreion (in million DE (1) DE (2) UK GR FR FI IE HU SE PT BG Total Click delivered acro Europe (including CTR) Total click DE (1) DE (2) UK GR FR FI IE HU SE PT BG Total 216, , ,881 37,386 30,937 17,110 16,013 14,701 9,147 8,563 7, ,946 CTR Original creative aet (2013 to 1H 2015) A election of the Englih language deign and format are hown. Thee were tranlated into local language for the 9 European market in which the campaign ran acro thi period. OBA Reveal execution (300 x 250)

6 6 OBA Behind execution (728 x 90) New creative aet (2H 2015 onward) The EDAA ha developed three unique deign (Inner Working, Icon Zoom and Uer Control) with two different copy meage for the Inner Working verion. A few example of the Englih and German language verion are hown below. Again, thee will be tranlated into local language for all future campaign (including Bulgaria, Spain and Portugal acro Q4 2015). Inner Working Icon Zoom

7 7 Uer Control SURVEY METHODOLOGY Sampling Interview were carried out on Ipo MORI online i:omnibu ervice uing a quota ample of adult who are member of Ipo European Online Panel. For each country, quota were et according to age, gender and region. The age of adult interviewed for each country were a follow: Great Britain and France (adult aged 16-75), Germany and Italy (adult aged 16-70), Spain and Sweden (adult aged 16-65), Hungary and Poland (adult aged 16-60), Finland and Ireland (adult aged 18-65), Portugal and Bulgaria (adult aged 18-55), and Greece (adult aged 18-50). Weighting Acro all countrie data are weighted by age, gender, region and working tatu to the known offline population profile. For ome countrie, additional weighting criteria are included. Data for Great Britain are alo weighted by ocial grade (uing the NRS ocial grade claification ytem), while data for Germany are weighted by houehold ize. Data Quality To enure a quality ample, rule are in place to limit the number of urvey provided to each participant, which help reduce the bia of multiple urvey. Procedure are alo in place to remove panellit who are inactive or whoe behaviour hitory i upiciou. During the urvey data quality i enured by flagging and removing participant anwer that are upiciou by validating geo-ip and identifying any peeder or traight liner. No cah incentive are provided for completing the urvey. Panellit do, however, earn point according to the urvey length. When panellit accumulate enough point they can order different hopping voucher from the dedicated webite. The work wa carried out in accordance with the requirement of the international quality tandard for market reearch, ISO 20252:2006, a well a ISO 9001:2008, the international general company tandard with a focu on continual improvement through quality management ytem and ISO 27001:2005, the international tandard for information ecurity. Further, Ipo MORI i required to comply with the UK Data Protection Act, which cover the proceing of peronal data and the protection of privacy. Furthermore, all online reearch carried out by Ipo MORI i done o in accordance with ESOMAR guideline relating to online reearch (for more information, pleae ee here: Technique/ESOMAR-28-Quetion.pdf)

8 8 DETAILED FINDINGS The European Advertiing Conumer Reearch Report 2015 wa commiioned by TRUSTe and the EDAA, to ae the ongoing progre of the European Self-Regulatory Programme for OBA againt clear benchmark. Completed in the third year of the Programme, the quetion were deigned to meaure conumer attitude and perception of the European Self-Regulatory Programme and determine the current level of recognition and undertanding of the OBA Icon and the YourOnlineChoice webite. Thi i the econd year that the reearch ha been conducted, enabling comparion to be made againt lat year benchmarking reearch where the quetion are comparable. 1.1 Awarene of the OBA Icon Conumer were aked whether, before thi urvey, they had een either the OBA Icon or the OBA Icon accompanied by the Admarker text. The UK verion i hown below although the localied verion wa hown for the different European market in which the reearch wa conducted. The order of the two option wa rotated within the quetionnaire. 1. AdChoice 2. The table below how the percentage of conumer who pontaneouly recognied the OBA Icon. The countrie are lited in order of thoe who had een the OBA Icon + Admarker with the comparable percentage of OBA Icon awarene lited alongide. + 16% -1% + 2% + 11% Awarene of Icon only % Change in awarene of Admarker & Icon between 2014 & 2015 Awarene of Admarker + Icon + 2% + 3% + 1% + -2% 4% -5% Portugal** Greece** Ireland* Great Hungary*** Bulgaria*** Spain France*** Italy Poland Germany Sweden** Finland** Britain* *(***) * Countrie that have conducted a conumer awarene campaign in 2013 ** Countrie that have conducted a conumer awarene campaign in 2014 *** Countrie that have conducted a conumer awarene campaign in 2015 (***) Germany launched a econd wave awarene campaign on 11 October 2015, which i et to run until end November 2015

9 9 Additional note: The campaign in Bulgaria wa launched on 30 October 2015, and will run through to the end of January A the reearch for Bulgaria wa run between 30 October and 5 November, thi overlap only with the initial 7 day of the EDAA awarene campaign in the market. A thi i the firt year that Bulgaria, Finland and Ireland have been included in the reearch, no comparion data i available Overall the reult how that recognition of the OBA Icon with Admarker continue to rie and conumer awarene campaign can have an immediate boot. Recognition of the OBA Icon with Admarker ha increaed in 7 out of 10 market where tracking data i available, and fell lightly in Poland and Sweden. In Greece the awarene of the OBA Icon with Admarker alo dropped lightly by 1% but the awarene of the OBA Icon roe by 6%. It i encouraging to ee the extent to which awarene level have a viibly long lating impact with market awarene either increaing or remaining contant, with the notable exception of Sweden. Where tracking data i available, it i alo of interet to note that each market where an awarene campaign ha run in 2015 (Germany, France and Hungary) ha een an increae in recognition, both in term of the OBA Icon with Admarker and OBA Icon only. It i alo epecially encouraging to ee the ignificant boot in recognition of the OBA Icon with Admarker in Portugal where the awarene campaign ran hortly after the previou reearch activity had concluded in Great Britain i the only country for which long-term tracking data exit and here awarene continue to rie from 13% in 2012 to 22% in 2013, 26% in 2014 and now 28% in 2015 howing a teady upward trend. Acro nearly all countrie urveyed the recognition of the OBA Icon i greater when accompanied by the Admarker text e.g. AdChoice. Thi i particularly triking in Portugal where awarene of the Icon + Admarker text i 40%, the highet acro all the market urveyed. Thi drop to 13% when the Icon i ued in iolation. 1.2 Engagement with the OBA Icon Repondent that recognied the OBA Icon were then aked if they had ever clicked on the Icon. The reult how the extent of interaction with the Icon acro Europe with at leat 1 in 4 uer having clicked on the Icon in 10 of the European market urveyed: Poland, Spain, Bulgaria, Greece, Ireland, Italy, Germany, France, Sweden and Great Britain. Further detail are in the table below: Have you ever clicked on the OBA Icon 2015? Have you ever clicked on the OBA Icon 2014? Poland Spain Bulgaria Greece Italy Germany France Sweden Great Britain Ireland Hungary Finland Portugal

10 Undertanding of the Icon All repondent were then hown a ample advert and aked which of the following repone they thought bet decribed what they thought the Icon meant. (Finnih verion hown localied for all European market) a) The logo of the brand being advertied b) Click to ee a video c) Click to manage your privacy preference d) Thi i a afe advert e) Click to viit the brand webite f) Click to exit the advert g) Other h) Don t know g) Other Great Britain, Italy, France and Spain top the lit of countrie where the meaning of the Icon i bet undertood. The reult how that undertanding i increaing, with conumer in 11 countrie placing manage their privacy preference in their top two choice for the meaning of the Icon compared with only 4 countrie in In ome countrie there were coniderable increae in undertanding compared with 2014, mot notably in Italy where 28% of conumer undertood the Icon helped them to manage their privacy preference compared with 11% in 2014.

11 #2 #2 #2 #2 European Advertiing Conumer Reearch Report RESULTS #1 #1 #1 % that thought the OBA Icon allowed them to manage their privacy preference in 2015 #1 #1 Where thi ranked in lit of repone in 2015 #2 #2 #2 #5 # RESULTS #1 % that thought the OBA Icon allowed them to manage their privacy preference in 2014 #1 Where thi ranked in lit of repone in 2014 #1 #2 #2 #5 #4 #5 #5 #4 #5 The remaining two countrie, Hungary and Bulgaria, how that while awarene of the Icon may be on a par with other European market at 27% and 14% repectively, there i till more to be done to increae undertanding of it purpoe.

12 Impact of the European Self-Regulatory Programme on Attitude to OBA To cloe the circle for conumer, companie involved in the collection and ue of data for OBA purpoe mut integrate onto the Conumer Choice Platform at (YOC), providing conumer with the option to turn off (or turn back on) thi data collection and ue by ome or all participating companie. Thi conumer choice and control i a core component of the European Self-Regulatory Programme. Conumer were hown an image of the webite homepage (Greek verion hown here the urvey wa fully localied for European market) alongide an explanation that thi i where they can find information about online behavioural advertiing, manage their preference, and/or make a complaint about a company ue of online behavioural advertiing to their national advertiing tandard body: Conumer were aked about the extent to which having thi information available to them, and the option of managing their privacy preference, would make them more or le favourable about the concept of Online Behavioural Advertiing: 56% 59% 59% 41% 44% 44% 26% 26% 39% 39% 39% 27% 39% 55% 27% 44% 32% 44% 32% 47% 55% 47% 47% More favourable toward OBA a a reult of the Programme All countrie aw an increae in favourability for the concept of OBA through the European Self-Regulatory Programme, with potential for a ignificant impact in ome countrie uch a Ireland (59%), Portugal (56%), Bulgaria (55%) and Greece and Italy (47%). 56% 41% 47%

13 13 22% 22% FINLAND 22% 20% 20% 20% SWEDEN Increae in trut toward brand being advertied Repondent were then aked what impact the option of managing 41% 41% 26% 22% 22% 18% 28% 18% 18% 30% 56% 45% 45% 45% their privacy preference had on their level of trut in the brand being advertied. Again the reult how the potential power of the Programme to increae the level of trut in the brand being advertied with 52% 41% 38% the greatet potential impact in Bulgaria (56%), Portugal (52%) and Italy (45%). CONCLUSION The European Advertiing Conumer Reearch Report 2015 i the econd edition of reearch to meaure conumer recognition and perception of the European Self-Regulatory Programme on OBA acro a wide range of European market. A uch, it build on the benchmark reult from the 2014 tudy, and provide real inight on the progre of the Self-Regulatory Programme and it continued development. The EDAA and TRUSTe conider that the reult of the tudy point to the following concluion: 1. Recognition of the OBA Icon continue to rie and the Admarker clearly help! Where tracking data i available, recognition of the OBA Icon with Admarker ha increaed in the vat majority of market. Great Britain ha een year on year increae (from 13% in 2012 to 28% in 2015). Recognition i highet in Portugal, Greece, Ireland, Great Britain and Hungary, with Portugal leading the way at 40%. The larget hift in recognition between 2014 and 2015 occurred in Portugal and Hungary. Overall, and for the econd year running, the tudy highlight the importance of the Icon accompanying text (e.g. AdChoice in the UK), with level of recognition increaing, in ome cae ignificantly, for 10 market (and remaining contant for the other 3) when conumer are erved the explanatory text. 2. Conumer actively engage with the OBA Icon and want to learn more The reult highlight that at leat 1 in 4 conumer ay they have clicked on the Icon in 10 of the market urveyed. Thi indicate that conumer are actively engaging with the Icon and want to learn more. The OBA Icon i providing conumer with notice about OBA and i clear, viible and contextual. The Icon play an eential role in guiding conumer to a central webite, which in 2015 (Jan-Nov) ha received an average of 2.9 million monthly viit a ignificant increae from the average (1.7 million) acro Conumer undertanding of the initiative i improving over time The reult how an encouraging level of undertanding of the Self-Regulatory Programme, with conumer in 11 of 13 (85%) countrie correctly identifying the meaning of the OBA Icon in their top two choice, compared to 4 of 10 (40%) countrie in There i neverthele room for improvement, with thi reearch identifying thoe market where more indutry effort i needed to educate conumer. The EDAA i committed to contantly improving conumer-facing information through a pan-european online portal,

14 14 now available in 33 market and 27 language, whilt companie alo have a key role to be open and clear with their conumer regarding their OBA practice. Thi reearch alo conidered for the firt time the impact of ad blocking it growing prevalence lead into the need for further reearch into conumer perception of the value of advertiing more broadly, and it contribution to the proviion on online content and ervice. EDAA i committed to actively upport thi area of reearch in the near future. 4. EDAA Conumer Awarene Campaign i eential for promoting conumer empowerment Impreively, the larget hift in recognition of the OBA Icon and Admarker between 2014 and 2015 occurred in Portugal (up 16% to 40%) and Hungary (up 11% to 27%). In addition to France and Germany, two market each howing increae of their own, thi account for all market where a conumer awarene campaign ha run in the period between the 2014 and 2015 reearch report. It will be intereting in future iteration of the reearch to ae the lating impact of a campaign and ditinguih thi from the clear immediate boot that an awarene campaign provide. 5. Conumer want relevant advertiing, with meaningful choice and control When preented with the Self-Regulatory Programme it become clear that favourability toward OBA increae dramatically, up to 59% in Ireland. It i clear that conumer, when given clear choice and control mechanim, are more inclined to favour OBA. Relevance i important; o too i choice and control. 6. Invetment in the European Self-Regulatory Programme howing increaing benefit for buinee One tandout apect of thee reult i the potential for favourability amongt conumer to increae dramatically, not only toward the concept of OBA a highlighted above, but importantly alo in term of trut in the brand being advertied. Potential for increaed trut in the brand i ignificant acro all market, and epecially o in Bulgaria and Portugal, where over 1 in 2 conumer ay they would trut the brand more if preented with the tranparency and choice mechanim through the Self-Regulatory Programme. A building a truted relationhip between conumer and brand i eential to advertier, thee indicator hould have an important weight attached to them for thoe on the buy-ide of the ad chain. It i clear that OBA Self-Regulation can provide ignificant benefit for your buine, but in online advertiing thi mean enuring your entire upply chain complie with the indutry tandard. Thi hould be a key conideration in buine dicuion moving forward, and in European market companie hould look out for the EDAA Trut Seal a ymbol that a company OBA practice have been independently verified for compliance with the Programme.

15 15 ABOUT TRUSTE TRUSTe power privacy compliance and trut by enabling buinee to ue data acro their cutomer, employee and vendor channel. We have nearly 20 year experience and a team of over 150 profeional dedicated to providing data privacy management olution and ervice, including aement, certification and our SaaS-baed Platform. The Data Privacy Management Platform provide control over all phae of privacy; from conducting aement and implementing compliance control to managing ongoing monitoring. Companie worldwide rely on TRUSTe to minimize compliance rik and protect their brand. See ABOUT THE EDAA The European Interactive Digital Advertiing Alliance (EDAA) i a non-profit organiation baed in Bruel and i reponible for enacting key apect of the Self-Regulatory Programme for Online Behavioural Advertiing (OBA) acro Europe ince it launch in October EDAA principally act a the central licening body for the OBA Icon and provide technical mean for conumer to exercie tranparency and control over OBA through the youronlinechoice.eu online conumer choice platform. EDAA i governed by EU-level organiation which make up the value chain of OBA within Europe and act to enure European conitency in approach. More information can be found at