From the Center for Media Research, a summary of recent Forrester report on the advertising backlash:
Chris Charron of Forrester Research reports that an advertising backlash is upon us. Sixty million US households have signed up for the Do Not Call Registry. Fifty-four of online households have spam blockers; 20% have ad blockers. Personal video recorder households skip 59% of ads. Multitasking, especially among younger consumers, is sapping consumer attention away from advertising. For marketers, Charron says, the solution to the backlash comes as permission-based marketing and household targeted ads. Delivering relevant ads that are delivered based on consumer profiles is every marketer's dream.
There are glimmers of hope, he continues.
Twenty million households already have addressable digital cable boxes, which means that no new devices or interfaces are needed.
Direct marketers are ready and willing to pay hefty premiums -- up to $550 CPM rates -- for the privilege of targeting selected households.
54% of marketers say they would accept aggregating delivery confirmation data -- rather than demand household-level metrics -- which alleviates potential privacy concerns.