We’ve just completed a study, with the help of Dynamic Logic, on how consumers interact with the Advertising Option Icon, powered by Better Advertising’s Assurance Platform, and the impact of that experience on brand favorability. It’s great news for brands: results show that when advertisers empower consumers with information and control over the ads they receive, a majority feels more positive toward those brands, and 36% even become more likely to purchase from those brands. Highlights:

• Opt-out rates across Better Advertising-powered campaigns are extremely low – 0.0001 percent (less than one per one thousand)
• 76 percent of consumers want all companies involved in targeting an ad revealed to them
• 89 percent of consumers want to be able to pick and choose which individual companies to opt out of
• 67 percent of respondents feel better about brands when they’re given more “control” by those brands, including the ability to opt out
• 36 percent of consumers are more likely to purchase from transparent brands

This is compelling news, and it validates one of our fundamental theses—that compliance can build brands and help to generate better ROI. When the industry realizes that providing evidence of compliance is as much something we want to do to grow business, as it is something we have to do, then the online community really starts to move the needle on this issue. This study is a catalyst for that. If you want to read the whole study, you can download it here: Consumer Interactions with in-ad notice