EDAA: European Advertising Consumer Research Report 2016

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.
  • The industry relies on advertising and it is critical that more consumers understand the important role ads play in supporting the delivery of online content and services often at little to no cost.
  • The study interviewed more than 15,000 adults in 15 European countries and found that awareness of the OBA Icon, a consumer-facing, interactive symbol that links consumers to mechanisms to control their preferences, continued to rise and that one in four consumers were clicking on the icon to find out more.
  • It found that the OBA can have a positive effect on attitudes too, with favourability...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands