Consumer Awareness & Impact of European Self-Regulatory Programme for OBA 2016 | EDAA & TRUSTe

RESEARCH

European Advertising Consumer Research Report 2016 | EDAA & TRUSTe

Consumer Insights | Europe

To gain insights into consumer attitudes and awareness of the European Self-Regulatory Programme for “Online Behavioural Advertising” (OBA) across Europe. The study was conducted by Ipsos MORI, on behalf of EDAA & TRUSTe, the study surveyed over 15,000 adults across 15 different European countries through online interviews.

The results below show the dramatic improvement across the board:

  • Awareness of the OBA Icon continues to rise across Europe and those who have seen the Icon are choosing to find out more, with at least 1 in 4 consumers in 14 of the 15 European markets surveyed are clicking on the Icon.
  • Bulgaria achieved the highest rate of clicking on the OBA Icon in 2016 (45%), followed by Romania, then Poland and Spain (both are 41%).
  • Portugal has the highest awareness of the OBA Icon with Admarker (59%), with an increasing rate in awareness of Admarker & Icon +19, followed by Greece (52%), achieving an increasing rate +14, then Ireland (39%) and Great Britain (34%).
  • The top 3 countries that achieved the highest awareness of the OBA Icon with Admarker also achieved the highest awareness of the OBA Icon without Admarker but with a different order, as Greece gripped the first place with a rate of 41%, followed by Portugal then Ireland.
  • Across two-thirds of countries surveyed the recognition of the OBA Icon is greater when accompanied by the Admarker text e.g. “AdChoices”.
  • At least 1 in 4 participants in 11 of the 15 countries said that the Icon makes them trust the brand being advertised more. Better still, in Portugal (66%) and Bulgaria (54%), the value exceeds 1 in 2.

European Advertising Consumer Research Report-2016-EDAA

The EDAA

Launched in October 2012, The EDAA, The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organization based in Brussels and is responsible for enacting key aspects of the Self-Regulatory Programme for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA. EDAA is governed by EU-level organizations which make up the value chain of OBA within Europe.
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