The AdChoices icon sparked 6% awareness among survey
participants in 2013 compared to 5% in 2011, reported Parks
According to the research firm's "Harnessing the Power of Big
Data: New Media and Advertising" study released today, 70% of
people questioned in 2013 who had noticed the icon clicked on it,
up from 60% in 2011.
However, the report suggests the icon's intent is not entirely
clear, noting 59% of those who had noticed the icon but did not
click it were not aware they could opt-out from targeted ads
through the icon program.
Indeed, compared to 2011, a larger percentage of those who
clicked on the icon but decided not to opt-out from ad targeting in
2013 said they didn't understand they could opt-out through it.
Around 27% said so in 2013, nearly double the 14% who said the same
The Digital Advertising Alliance, a coalition of the largest ad
industry trade groups, launched the AdChoices icon program in 2010
and announced its "Your
AdChoices" public education campaign, created pro bono by
McCann Worldgroup's MRM in Salt Lake City, in January 2012.
The DAA took umbrage with the Parks Associates report, and cited
a 2012 Annenberg School for Communication study which found that
20% of people surveyed believed they'd seen a triangular AdChoices
icon in online ads. However, while 30% said it was true that the
icon "means you can get the company that sent you the ad to stop
sending you certain types of ads," 17% said it was false and 52%
said they did not know if that was true.
The Parks study also evaluated awareness and engagement with the
lesser-known Consumer Choice icon which is also used by Digital
Advertising Alliance participants. Data mentioned here is based on
the research firm's Q3 2013 Consumers and Technology survey of
3,000 adults in U.S. broadband households, ages 18 and above.
"Among consumers who clicked on either icon but did not opt-out,
over 50% either want to receive personalized ads or are not
concerned with the types of Internet ads they receive," said
Heather Way, senior analyst, Parks Associates, in a press