Kelly Scott Madison

Features

"Ferrara Uses Reality TV Approach for Organic Gummy Debut"
Ad Age

"The campaign from Tom, Dick & Harry Creative Co., Chicago, is one of three creative pitches the agency submitted, Ms. Manchester said. 'It's not too serious. It gets across the point that they're organic.'

The campaign, which uses the tagline 'Certified organic. Certifiably delicious,' is set to run through September. Kelly Scott Madison is the media agency on the campaign."

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"FTC To Examine Privacy Policies, AdChoices Icon"
MediaPost

"While advertisers, agencies and publishers serve the AdChoices icon more than 1 trillion times each month, fewer than one in 10 Internet users know what it means, according to a 2015 report by the agency Kelly Scott Madison."

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"Key to Opting Out of Personalized Ads, Hidden in Plain View"
The New York Times

"But a study this year by the advertising agency Kelly Scott Madison found that while 26 percent of web users said they were familiar with the AdChoices logo, only 9 percent of those understood what it meant.

'I think the intent of AdChoices was really good, and the purpose was very well intentioned, but the consumer education piece never happened,' said Kay Wesolowski, digital media director of Kelly Scott Madison."

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"Ad-blockers are terrifying companies and publishers, but there's no holding them back"
Mashable

"'The onus will be on advertisers to elevate how they look at digital advertising,' says Elizabeth Kalmbach, vice president and group media director at ad agency Kelly Scott Madison.

Advertisers have already made strides in that direction, she said. More personalization, improved techniques for measuring engagement and native ads that blend in with editorial content are all promising bright spots."

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"James Harden Is Back on the Court With Trolli Skills Videos"
Ad Age

"The brand will also give away items such as the uniform he wears in the videos and a zippered ball used in one of the videos.

Periscope is Trolli's agency of record, with Kelly Scott Madison on media and Legend on public relations."

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"Why TV Spending Went Down In 2016 Political Advertising"
MediaPost

"That said, Elizabeth Kalmbach, vice president-group media direct at KSM Media, said TV’s share of political media budgets reflects what’s going on in all categories.

'We have to go with media consumption habits,' she said, adding: 'That’s happening across-the-board, not just in political.'"

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"Move Over, Clinton and Trump: YMCA Backs a Toddler's Presidential Run in New Spot"
Ad Age

"Since the campaign's launch earlier this year, the Y's website has seen an increase in site visits compared to the year-earlier period, and a spike in social engagement across Facebook and Twitter, a spokeswoman for the brand noted.

The Y is working with Catalyst on public relations and media agency Kelly Scott Madison."

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"The State Of Opt-Outs: Not Pretty For Privacy"
AdExchanger

"Take the AdChoices icon. A study conducted in March by ORC International for Kelly Scott Madison found that 74% of consumers were not aware of the ad campaign the DAA launched in 2012 to spread awareness of the little blue button. The study also noted that even when consumers had heard of the program, nearly two-thirds didn’t know what it meant."

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"Most People Don't Understand 'AdChoices' Icon"
MediaPost

"Advertisers, agencies and publishers serve the AdChoices icon more than 1 trillion times each month. Yet despite the icon's presence throughout the Web, fewer than one in 10 Internet users know what the small blue symbol in the shape of a sideways triangle actually means, according to the latest State of Media report by the agency Kelly Scott Madison.

That icon -- the centerpiece of the industry's privacy code -- is supposed to function as an immediately recognizable symbol indicating online behavioral advertising."

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"Brick-and-mortar retail: Part 1: What’s driving store traffic?"
Quirk's Marketing Research Media

"Anyone paying attention to brick-and-mortar retail activity over the past few years knows it hasn’t been a pretty picture for some. Store closings and consolidations across 2015 and 2016 have steadily grown, with retailers facing rising pressure to compete more efficiently and effectively in an increasingly online world. In 2016 alone, eight big-box retailers announced plans to either completely close or partially scale back their physical presence, according to bankrate.com. In all, these announcements represent more than 1,518 planned U.S. store closings for some considerably large retailers. And with thousands of additional closings announced across smaller brands, the harsh reality is clear that for many, this trend has no end in sight."

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"Brick-and-mortar retail: Part II: The role of new tech"
Quirk's Marketing Research Media

"Overall, 2016 survey figures show that some consumers are still struggling to find usefulness in utilizing their mobile devices while shopping in stores. Even though 33 percent indicated they plan to use their mobile device while visiting a store to find or redeem promotions or coupons (Figure 1), 29 percent stated they don’t plan to use their mobile device while shopping at all. These numbers represent somewhat of a backtrack from 2015 Holiday Shopping Study responses, when 44 percent claimed they would use their devices to find promotions or coupons and just 27 percent felt it wasn’t necessary for in-store shopping. While year-over-year fluctuations like this are expected, it seems that retailers haven’t made much progress lately in convincing certain shoppers to engage on second screens."

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"35% of Americans Under 30 Have Never Paid For Cable TV"
Cord Cutters News

"For young Millennials, that share is even higher. A stunning 35 percent of adults 18-29 are cord nevers, says Kelly Scott Madison, a Chicago agency that recently published a report delving into Millennials’ media habits.

'This is the group to watch because their tolerance for limited access to new and mainstream TV inventory is high and their entertainment choices are driven by cost effectiveness and an on-demand approach to content,' says the report."

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"Meet the cord nevers, a subset of Millennials"
Media Life Magazine

"For young Millennials, that share is even higher. A stunning 35 percent of adults 18-29 are cord nevers, says Kelly Scott Madison, a Chicago agency that recently published a report delving into Millennials’ media habits.

The agency argues it may be more important for media people to monitor cord nevers than cord cutters."

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"TV Ads, Store Circulars, Email Coupons Driving Store Traffic"
Media Sales Today

"If your clients are desperate to get millennials shopping in their stores, they might think they need to invest in Circularsdigital and mobile marketing. According to new research from Kelly Scott Madison (KSM), marketers should remember to use traditional media to attract millennials. In particular, TV remains a key influencer for shoppers of all ages.

The KSM research is based on 1,000 U.S. adults, their shopping behaviors and the types of media that influence in-store visits. The first challenge traditional marketers face in connecting with consumers is being noticed."

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"Retail’s got a big problem. Media’s got a bigger one."
Media Life Magazine

"'Online shopping activity is continuing to make gains against brick-and-mortar revenue,' notes Jon Christens of the Chicago agency Kelly Scott Madison, which recently published a forecast saying headlines declaring the death of brick-and-mortar was premature."

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"NBA tips off with a rise in CPMs and tighter inventory"
Media Life Magazine

"'In terms of CPM, the NBA is certainly not trending down, but that’s across all programming. ESPN had a strong upfront and that increases pricing,' says Sara Van Kuiken, associate media director at Kelly Scott Madison.

She notes that ABC is getting the best prices for games that air Saturday night and Sunday afternoon, topping national cable rates for games on ESPN and TNT.

'These games that air on a broadcast network in a premium window tend to be bigger matchups with higher ranked teams,' Van Kuiken says."

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"What Brings Shoppers to Stores – And Keeps Them Coming Back?"
Marketing Charts

"Surprise! Not only is TV advertising an effective way of driving consumers into stores, but it’s also a top factor for Millennials, according to research from Kelly Scott Madison (KSM) [pdf]. Based on a survey of more than 1,000 US adults, KSM found 30% of US adults stating that TV ads are extremely or very influential in encouraging them to shop in stores rather than online. That trailed only store circular ads (40%) and email ads/coupons (37%)."

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"Milwaukee: Surprisingly light political spending"
Media Life Magazine

"'Overall presidential political spending has been much lower than was forecasted, mainly due to limited spending by Trump,' says Jenn Murphy, senior broadcast negotiator at Kelly Scott Madison. 'October has seen an increase in spending from both Clinton and Trump, but not to the levels seen in 2008 or 2012.'

Still, she says core TV spending without political is up slightly versus a year ago, with pricing up 5 to 10 percent. Categories driving the market include auto, banking/financial services, education, entertainment, health care, casual dining and legal services."

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"Ad Industry Launches Campaign Promoting AdChoices Icon"
MediaPost

"The DAA's last major campaign for the AdChoices program ran from 2012 to 2013.

Despite the online push, many consumers aren't aware of the program. The agency Kelly Scott Madison reported last May that fewer than one in 10 Web users know what the icon means. A separate study last year by privacy compliance company TRUSTe found that 37% of Web users were aware of the icon."

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"Opponents Trump Trump's Political Ad Buys"
eMarketer

"Though there are many political ad formats that can influence voting behavior, TV is still the most effective, January 2016 data from Kelly Scott Madison (KSM) and ORC International revealed. Some 28% of millennials said that TV ads were very, or extremely effective, in influencing their voting behavior. A quarter of Gen Xers and 19% of baby boomers felt the same way."

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"Why Audio Ads Are A Politician’s Secret Weapon During The Elections"
Moby Affiliates

"But what about the rest of the population? According to research by Kelly Scott Madison and ORC International earlier this year, while banner blindness might be frustrating advertisers across the board, it doesn’t apply to audio ads which have proven to be more effective than online banners, outdoor billboards, letters, and email marketing for all age groups. When broken down to just baby boomers (aged 51 to 69), radio ads are even more ear and eye-catching than social media ads and online video ads, which rank the highest among millennials."

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"How Political Marketing Influences Voters: Part 1"
MDG Advertising

"Over the past two decades, political polarization in the U.S. has grown considerably. In fact, Pew Research claims that Americans are now more polarized than they’ve been since the Truman administration. Why the growth in division, especially in more recent years? Some attribute the divide to the apparent political parochialism that many consistently liberal or consistently conservative voters consign themselves to in today’s technologically-siloed society. With an ever expanding amount of information sources to consume, many can stick to reading only the media that tends to align with their views."

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"Which Kinds of Political Ads Have the Most Persuasive Power?"
MDG Advertising

"When it comes to the most effective political ad format, television wins by a landslide. Apparently, political ads on TV influence 38% of Millennials, 25% of Gen Xers, and 19% of Baby Boomers. These results were revealed in a January survey by Kelly Scott Madison (KSM) and ORC International that asked a range of generations which political ads had the most influence on their political perspectives and actions."

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"How political marketing influences voters: Part II"
Quirk's Marketing Research Media

"This is the second of a two-part article looking at how political marketing influences voters. In Part I we looked at political marketing and the most influential sources of information for voters, as well as a breakdown of voter research behaviors by party affiliation and age group. Today we will look at the power and purpose of political advertising as well as the public view of political ads on new, online formats. "

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"How Targeted Ads Change the Way We Think About Ourselves & Our Purchasing Decisions"
HubSpot

"Specifically, they had to recognize the Digital Advertising Alliance’s AdChoices icon, the blue triangle that consumers can click to gain control over how their information is used in targeted advertising. The icon is served more than 1 trillion times per month, yet fewer than 1 in 10 people know what the symbol means, according to a report by Kelly Scott Madison in 2015."

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"Digital Political Ad Spending to Skyrocket in 2016"
eMarketer

"It’s not surprising that television still makes up the largest share of political ad spending. According to January 2016 research from Kelly Scott Madison (KSM) and ORC International, television is the most effective political ad format influencing voting behavior across all generations."

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"How political marketing influences voters: Part 1"
Quirk's Marketing Research Media

"Over the past two decades, political polarization in the U.S. has grown considerably. In fact, Pew Research claims that Americans are now more polarized than they’ve been since the Truman administration. Why the growth in division, especially in more recent years? Some attribute the divide to the apparent political parochialism that many consistently liberal or consistently conservative voters consign themselves to in today’s technologically-siloed society. With an ever-expanding amount of information sources to consume, many can stick to reading only the media that tends to align with their views.

So if political polarization has been exacerbated over the past 60 years, how do marketers tap into those amplified passions in the most effective way possible? To answer that question KSM and ORC International teamed up to conduct a consumer survey to see how the general public feels about political marketing."

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"Political ads: What works"
SNL Kagan

"With an estimated $10 billion-plus of political ad firepower this year — half of it likely to be spent on presidential primary and election candidates — campaign strategists are using a broad array of media to reach a diverse mix of voter groups.

Here are the stats for nine leading political media, according to a new study by veteran ad agency Kelly Scott Madison and ORC International. The survey, released Feb. 11, polled 1,000 likely voters across three key demographics and was weighted to reflect national breakouts by age group and party affiliation."

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"Analyst Digs Deep on Effective Political Ad Media"
Inside Radio

"Veteran media financial analyst Bishop Cheen recently dug into new stats for nine leading political media, based on a study by ad agency Kelly Scott Madison and ORC International. His findings give a good overall picture of ad effectiveness, and radio’s place in the grid."

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"Milwaukee: Ad dollars boom on TV and radio"
Media Life Magazine

"Wisconsin is a swing state this presidential election year, meaning there will be a great deal of political spending statewide, including in its largest city, Milwaukee.

That influx of cash will add to an already healthy media market, where spending is up in many key categories.

'In non-election periods the market will be up slightly,' says Katelyn Fleming, broadcast negotiator at Kelly Scott Madison.

'Stations are forecasting spot dollars to be up 5 percent over last year.'"

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"Which Ad Formats Do Consumers Feel Are Most Effective For Influencing Voter Behavior?"
Marketing Charts

"Only a minority (42%) of US adults report being at least somewhat interested in political ads, according to results from a Kelly Scott Madison survey conducted by ORC International. Interestingly, though, Millennials (18-34) are more likely than Gen Xers (35-50) and Baby Boomers (51-69) to report an interest in political ads (48%, 40%, and 38%, respectively). TV ads lead in perceived effectiveness across generations, with social ads a close second for Millennials and print ads right behind TV for Baby Boomers."

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"Which Political Ads Influence Voting Behavior?"
eMarketer

"Television is the most effective political ad format influencing voting behavior across all generations, according to a January 2016 survey. Print ads also influence behavior.

Research from Kelly Scott Madison (KSM) and ORC International revealed that 38% of millennials said that TV ads were very or extremely effective in influencing their voting behavior. A quarter of Gen Xers and 19% of baby boomers agreed."

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"Study: TV works best for political ads"
Media Life Magazine

"It’s no wonder the bulk of political ads’ spending goes to TV–it remains the most influential medium when it comes to voting behavior among all age groups and political affiliations.

That’s according to a political marketing study from Kelly Scott Madison, which asked respondents to weigh in on how effective various media are in influencing their voting behavior."

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"The Most Effective Ad Types for Influencing Voters"
MarketingProfs

"Most Americans say they have very little or no interest in political advertisements, according to a recent report from KSM Media and ORC International.

The report was based on data from a survey of 1,000 adults in the United States age 18 or older who were asked questions about various political ad types and formats.

More than half (58%) of respondents say they are not at all or not very interested in political advertisements; 42% say they are extremely, very, or somewhat interested."

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"Pittsburgh: Wrapping up a down year"
Media Life Magazine

"On TV, spending in 2015 has slipped high single digit percentages versus last year, though the market has rebounded in recent weeks.

'This December is expected to outperform the previous year,' says Ken Lazar, broadcast negotiator at Kelly Scott Madison.

'And 2016 is forecasted to be up 5 percent, mainly fueled by political spending and the Olympics.'"

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"Will Cyber Monday Make Black Friday Obsolete?"
TechZulu

"Furthermore, although certain groups such as millennials prefer to shop during the holiday week as opposed to one specific day, 32% of Hispanics and African Americans stated that they are likely to shop in-store on Black Friday."

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"How this year’s holiday shopping is different"
Media Life Magazine

"The way people shop for the holidays has changed, and the way media buyers and planners reach those shoppers needs to change, too. That’s one of the conclusions from Chicago-based agency Kelly Scott Madison’s holiday shopping insights report, which examines the annual retail blowout that goes from early November to late December. More people than ever are using their mobile devices to not just shop but more and more to compare prices while they’re in-store. Media people need to consider these changing habits as they target people during the holidays. Elizabeth Kalmbach, vice president and group media director at Kelly Scott Madison, talks to Media Life about keeping holiday advertisements going all season long, why ad spending will be up from last year, and when the scale will tip from in-store to online shopping."

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"Your ad not here: Should marketers be worried about ad-blocking?"
Quirk's Marketing Research Media

"As online advertising increases its complexity and advanced capabilities by the day, so do concerns about measurability and accountability. While many concerns over ad viewability, cross-platform measurement and non-human traffic issues may have faded for brands working with agencies utilizing progressive approaches, there’s still another issue looming on the horizon. It’s known as ad blocking, and it is a problem that most certainly isn’t going away. As digitally-savvy young people come of age and begin customizing their own computers and mobile devices, the use of ad blockers is expected to grow."

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"New study predicts slight dip in spend this holiday season"
Quirk's Marketing Research Media

"And based on a study by Kelly Scott Madison (KSM) and ORC International, I’m not alone in this. The study surveyed 1,000 U.S. consumers about their holiday shopping habits and general sentiments toward the season in the 2015 Holiday Shopping Study and found that the average U.S. consumer is predicting they will spend less this year than last. This statistic is largely driven by those that have budgeted between $251 to $1,000 for gifts this season, as these individuals plan on spending about 2 percent less this year."

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"Holiday 2015 Data Hub"
Marketing Charts

"About two-thirds of consumers expect to use mobile devices while shopping in-store, per a Kelly Scott Madison (KSM) survey, with this figure higher among African-Americans (73%), Hispanics (83%) and Millennials (87%).

When it comes to the selection of retailers for in-store shopping, though, the KSM survey referenced above indicates that store circular ads and email ads/coupons will have the most influence on shoppers. These will also have the largest influence on the websites shoppers use, though in reverse order."

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"DAA Unveils Guidelines For Privacy Icons In Video Ads"
MediaPost

"The agency Kelly Scott Madison said in May that a survey it conducted showed that fewer than one in 10 Internet users know what the icon means."

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"Consumer trust in online behavioral tracking mixed as data breaches hit record highs"
Quirk's Marketing Research Media

"Discussing consumer privacy often brings some familiar headlines to mind. Large-scale data breaches saw a record high in 2014, with organizations like the Identity Theft Resource Center reporting numbers as high as 783 individual incidents. Whether it was Target, Home Depot, Neiman Marcus or others, the reaction was often the same: How can this continue to happen and what’s being done about it?

The simple answers were often that this type of cyber warfare is the new normal and IT departments across both tainted and non-affected companies were scrambling to fortify their systems. But as these storylines progressed, an even larger question remained for many in our industry: How does this affect the way consumers view marketers’ utilization of behavioral data? Along with the help of research firm ORC International, we set out to answer this question and more through the 2015 Media and Privacy Survey (MPS)."

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"What’s getting lots hotter? Ad blocking."
Media Life Magazine

"Many people don’t know the difference between ad blocking and cookie restrictions, which may have led to some inflated usage numbers for ad blocking. With the release of iOS 9, there’s bound to be more interest in the topic as people try to figure out what their Apple devices are capable of.

Kelly Scott Madison’s Elizabeth Kalmbach, vice president and group media director, and Kay Wesolowski, vice president and digital media director, talk to Media Life about what ad blockers do, who’s most likely to use them, and what media buyers and planners need to understand about them."

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"How Prevalent is Ad Blocking?"
Marketing Charts

"The study indicates that 16% of the US online population blocked ads in 2015; separately, a new survey from Kelly Scott Madison (KSM) finds 47% of US respondents saying they use ad blocking technology. That report notes, however, that there may be some confusion between ad blocking and cookie data restriction among the respondents. (Almost one-third – 29% – of respondents said they set their browsers to limit/restrict sites from gathering web cookies.)

Of note, the KSM survey finds a high rate of concern with privacy settings among Google Chrome users. That’s interesting in light of the Adobe and PageFair study, which reveals that there are far more ad blocking users on Chrome than on Firefox or other browsers. Chrome is also the main driver of ad blocking growth, per the study."

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"Consumer Data Collection Comes at a Cost"
eMarketer

"Other research supports the role money can have in data-sharing. In March 2015 polling conducted by ORC International for Kelly Scott Madison (KSM), fully 52% of US internet users cited discounts on service costs as an incentive for sharing personal data, and 45% said the same about coupons or discounts."

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"As Privacy Debate Rages, Is The Ad Industry Fresh Out Of Ideas?"
AdExchanger

"In 2010, the Digital Advertising Alliance launched the AdChoices icon, designed to give consumers greater visibility into when they were encountering targeted ads. But Parks Associates research found that the AdChoices icon was only recognizable by 6% of survey participants in 2013, up from 5% in 2011.

And in a March poll of US Internet users conducted by ORC International for Kelly Scott Madison, nearly three-quarters of respondents were not familiar with the AdChoices campaign."

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"AdChoices: Do Consumers Know They Can Control the Creepiness?"
eMarketer

"When March 2015 polling conducted by ORC International for Kelly Scott Madison (KSM) asked US internet users about their awareness of Your AdChoices—a campaign coinciding with the 2012 launch of the AdChoices logo to inform consumers about behavioral advertising and their opt-out options—74% were not familiar with the campaign.

Even when consumers were familiar with the AdChoice logo, they didn’t necessarily know what it meant. Just over one-third said the icon was served to them due to specific browsing—the correct meaning."

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"Weekend Reading"
Marketing Charts

"Americans have strong views about online privacy, reports the Pew Internet & American Life Project, though they have little confidence about their data being kept private and secure. Few feel as though they have “a lot” of control over their private data, though only around 1 in 10 have adopted more sophisticated steps such as encryption and proxy servers. A separate study from KSM finds that consumers are generally uninformed about the data being collected and shared about them."

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