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With targeted ads popping up seemingly everywhere these days, it’s easy to think that most Americans are seeing ads tailored to them. But how relevant are these ads? To explore how consumers interact with ads when they shop and consume media, Ipsos surveyed 1,085 U.S. adults from April 23-24, 2025.
What they found: When Americans shop, many say that they don’t often end up buying the brand of product they intended to… which means that many shoppers, lacking brand loyalty, are persuadable. Younger and older shoppers in particular – 42% of adults ages 18-34 and 38% of those ages 55 and up – are more likely to “sometimes, rarely, or never” buy the product or brand they intended to buy. This means that these consumers are ideal candidates for retail media advertising.
However, many brands are missing out on the opportunity to reach and connect with persuadable shoppers by failing to deliver relevant ads, both during shopping and during media consumption. Just one in five Americans say they notice relevant ads when they’re shopping online or in store. The story’s the same when consumers aren’t actively shopping, and are just consuming media: a full 1/3 (33%) of Americans say they “rarely” or “never” see ads on TV or in media for products that they are in the market to buy… and only 15% say they “often” do. This means that brands are not meeting consumers where they are – whether they’re actively shopping, scrolling on their phones, or watching TV.
Delivering more relevant ads in different environments can help brands become more visible, secure more sales, and build stronger customer loyalty. If your brand wants to better meet today’s consumers where they are, Seven Letter can help with industry-leading digital targeting and message optimization to deliver the right message to the right consumer at the right time.
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