Today, IPG Mediabrands and Microsoft Corp. unveiled a preview of research they have conducted that found that almost half of consumers globally are willing to share their digital information with brands in exchange for advertisements that are relevant and useful to their daily lives.
The research asked consumers whether they would be willing to share all of their digital data collected over a period of 6 months in exchange for better ads. The findings show that 45% of consumers are open to entering into transparent data exchanges with brands. The research also identified 8 digital trends that will help inform marketer decisions and will explore 2 of them in depth in the IPG Villa named Value Me and Age of Serendipity.
The research also says that in the next decade, technology will become more useful to people’s daily lives, as consumer needs shift and technology becomes more intertwined with society. As people’s comfort and relationships with technology matures, consumers are shifting from taking a passive to an active role in creating digital experiences and are realizing the value of their personal data; viewing it as raw material by which they can exchange with brands to receive more personal and relevant ad experiences.
These maturing relationships with technology create new challenges for brands and advertisers to engage in ways that are seamless, relevant and useful to people’s daily lives. The findings suggest that brands need to look at not just delivering an ad impression, but at how to engage, involve, support and reward consumers for sharing their personal information, in the hope of creating an authentic, valuable two-way relationship.“‘ Out of your face’ rather than ‘ interface’ is where we are heading,” said Bill Buxton, a principal researcher at Microsoft. “Technology is beginning to recede from something that is just a device or a website, into people’s physical, social and cultural environment. It should quietly augment, nurture and facilitate our lives — not as intrusions, but as companions, that work seamlessly together and make our lives better. Brands should investigate how they can be present at these important inflection points in people’s lives in value-added ways.” According to Sue Moseley, Chief Performance Officer, Initiative, “The research reveals that in the future, there will be a step change in consumers’ expectations of brands. Consumers and brands will enter a series of value exchanges where they will continuously negotiate the terms of the exchange.”