Intrusive online ads ruining consumer experience in India

New Delhi

Nearly half of Indian consumers who are connected on the Internet feel they are "constantly followed" by online advertising and the menace of intrusive and uncontrolled campaigns are ruining consumer experience, according to global research agency Kantar TNS, according to IANS. In a study titled 'Connected Life', the research agency said the findings point to the need for a major rethink for the online advertising industry in India in terms of how it should reach out to consumers. "What would come as a shock to the industry, it has been found that nearly half (47 per cent) of India's connected consumers feel 'constantly followed' by online advertising," it said. In addition, the study revealed that almost a quarter (23 per cent) of consumers in the Asia-Pacific "actively ignore" social posts or content from brands (21 per cent in India). Commenting on the findings, Kantar TNS India Executive Director Anusheel Shrivastava said: "Amid positive signs where social media is becoming one of the most trusted sources for millennials, the menace of intrusive and uncontrolled online advertising is ruining the consumer experience in India."