“The new research highlights the consequences of over targeting and its negative impacts which comes from focusing on precision marketing rather than brand building strategies.”

There is a fine line between useful advertising and over targeted advertising which refers to a bombardment of online ad that causes mistrusting to brands and also fed-up the target about the brand. 

According to new research conducted by Kantar, 54% of UK consumers are being a target for their online activity trace. 55% of the participants are completely uninterested towards advertising content. 70% of consumers complaining that they are fed up with seeing the same ads over and over again and only 11% of the actually enjoy the advertising they see.

The power of precision targeting and its relevancy has done a great job of reaching the targeting audience. 44% of targeted people say that they had enjoyed the ads which are directly relevant them, while 45% of them agreed upon the fact that these ads are tailor-made to them and became more interesting rather than other ads, and 61% prefer to see ads compatible with their interests.

The findings from Kantar’s third annual Dimension study is based on results of 5,000 consumers in five markets with a total ad spend of $352bn (£270bn), come as a point where advertising faces a crisis of trust. According to Edelman’s trust barometer, advertising fall behind all industries and located in the last place with 37% trust level– behind banking, energy and telecoms companies.