Internet advertisers must be careful in how they target potential consumers to avoid turning them off by being too intrusive, an industry insider said at the ad:tech conference Tuesday.
"Try to be relevant and helpful but not make customers feel like you are looking over their shoulders," Emily Scott of Internet travel destination Kayak.com told a media strategy session.
Scott, Kayak's director of marketing, said advertisers should focus on making targeted advertisements relevant but be careful not to go overboard.
"Various types of data and information can feed into an ad to make it more relevant and valuable to a potential consumer," Scott said.
"When ads look like content, they're not that annoying."
Dave Martin of Ignited moderated the session.
Scott advised advertisers not to overdo personalization because it could turn people off to their entire brand.
"I think, 'how is this going to affect my brand,'" Scott said.
But Scott said targeted online advertising, done right, was so effective the industry was sure to grow.
"That the industry is going to grow because of effectiveness is an easy argument to make," she said.
Martin said the new world of automated Internet advertising had raised a list of new challenges that agencies still had not adapted to. "A new workforce is needed," but agency staffs still were too small.
Swain, SpotXChange's vice president of operations, agreed that the performance of real-time bidding platforms was "really, really good."
This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech San Francisco event coverage. This series is supported by ad:tech.