Q7: What About Personalized Advertisements?

How do you feel about advertisements based on data mined from your personal media usage? August 3, 2016
We asked folks to answer 10 questions about “Next-gen TV,” the consumer appellation for the TV content distributed via new technology from the Advanced Television Systems Committee, a collection of engineers charged with developing the nation’s over-the-air TV delivery standard. ATSC 3.0 promises interactive, non-linear and portable functionality, as well as support for 4K and other advanced audio and video technologies.

TV Technology asked a series of questions to gauge the level of interest in these advanced features. We had 101 respondents, 67 percent of whom work in “content creation, app development, media distribution or communications.”

Links to the full results for each of the 10 questions follow the comments.
Synopsis: As much as personalized, granular advertising has become the Holy Grail of all ad-based media, it’s a different story for users of that media. A general perception was that of a necessary evil: “There’s an inherent creepiness to that type of targeted advertising online, but I suppose it’s better than completely inappropriate solicitations.”

Several commenters noted that internet search engines already chase users with ads based on their searches, sometimes nonsensically. “When I look up an item that I already bought on Amazon, an ad for that item is shown to me repeatedly for the next few days, despite the fact that I already own it and don’t want to buy another. If this feature can be more clever and thoughtful, it might be useful.”

Of respondents, 54 percent said, “no, thank you,” to advertisements based on data mined from their personal media usage; 23 percent were not sure and another 23 percent said, “fine.”

Comments:
  • Don’t invade my privacy.
  • Maybe something useful to me will be shown instead of some drug I don’t have a condition for.
  • It tends to be wrong so not interested.
  • … nothing to do with consumers experience as current ad-blocking is being used across the viewer lands.
  • Targeted ads make sense when the user is actually interested in the product. I see a lot of false positives causing poor interactions. Just because I watch something about Rolls Royce doesn’t mean I’m in the market for a luxury auto.
  • Privacy first, and always.
  • “Free” obviously means that the service is paid for by someone other than the viewer here. I personally would prefer to pay for the service and not have programming interrupted by advertising. Product placement within the program is preferable.
  • I look at all sorts of new stuff, so getting adverts based on my last inquiry is just funny.
  • Privacy, please.
  • Makes some sense but then what would I missed that was filtered out... like all kinds of thing!
  • If that were a condition for receiving such programming I’d opt not to.
  • Not interested. Don’t care for the number of commercial breaks and not going to do my purchasing via advertisements online.
  • I value my privacy and don’t allow anybody to mine anything. When I need something I’ll take the initiative and go look for it.
  • Leave me alone!
  • I hope that advertisers are in the process of learning the difference between intrusive and non-intrusive advertising and will provide some moderation to the very intrusive commercials common to free TV today.
  • Very abusive personally and only for the rich to get richer
  • I’m concerned about privacy, but there’s a lot of good in tailored, targeted advertising.
  • The ability to have an opt-in feature instead of an opt-out.
  • Relevant. Non-obtrusive. Informative.
  • Depends on who does it. I probably trust Google but not AT&T
  • If I am going to get ads, I would much prefer they be for things I am interested in.
  • Leave us with a few crumbs of privacy, please.
  • Only if user can opt in or out.
  • This is a privacy issue. Not interested at all. I want to skip commercials.
  • Bad idea.
  • Sounds a lot like “Big Brother” watching us.
  • Don’t be evil.
  • Just ain’t right. But understand the principle.
  • I get the feeling I am being tracked. I could have viewed something for someone else at one moment and it tracks that I like it.
  • Bug’roff!
  • It currently happens online and makes sense for targeted advertising, however, broadcasters really need to upgrade their infrastructure, business models and (more importantly) their mindset to take advantage of this potential windfall.
  • I hate it online and it would be so much worse on TV.
  • I would rather have targeted adverts than non-targeted ones... and at least personalized adverts demonstrate how much data is being collected about us!
  • Google does this now... in fact there is an existing industry for this now.
  • With all the security breaches and stolen data, I’d like advertisers to know as little about me as possible. Also, what if I’m viewing at a friend’s place or vice versa? Do we want women barraged with penis-enlargement ads and me with sports bras?
  • Everyone else does that.
  • Direct marketing helps pay for your free content. There is no free lunch here.
  • There’s an inherent creepiness to that type of targeted advertising online, but I suppose it’s better than completely inappropriate solicitations.
  • Is it how like Facebook feeds me ads based on items I viewed recently on Amazon? I’m starting to find it kind of annoying.
  • That’s the world today... they’re usually missing the mark, but it’s what I’m used to from the Interwebz.
  • In my experience, such ads are mind-numbingly repetitive. When I look up an item that I already bought on Amazon, an ad for that item is shown to me repeatedly for the next few days, despite the fact that I already own it and don’t want to buy another. If this feature can be more clever and thoughtful, it might be useful.

  • All 10 Questions About Next-Gen TV...
    Q1: How interested are you in free television service that's interactive, like the internet?

    Q2: How do you feel about a free TV service that activates a device to deliver emergency alerts?

    Q3: How interested are you being able to view free TV on smartphones, tablets and laptops in moving cars, trains, or other mobile environments?

    Q4: How interested are you in the ability to move from TV to tablet to smartphone without missing a scene in a show or a play in a sporting event?

    Q5: How interested are you in a free Ultra HDTV service?

    Q6: How interested are you in a free TV service that provides immersive audio, replaceable dialogue and other advanced audio capabilities?

    Q7: How do you feel about advertisements based on data mined from your personal media usage?  <-You are here.

    Q8: Would you be willing to buy a set-top box or other hardware peripheral to be able to receive free Next-Gen TV?

    Q9: How much TV do you watch per day? (Include TVs, tablets, laptops, PCs and smartphones.)

    Q10: Do you work in content creation, app development, media distribution or communications?

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