People Don't Hate Advertising; They Hate Bad, Intrusive And Annoying Advertising

from the look-a-little-deeper dept

All advertising is not the same. Forrester Research has a report out that's getting some press coverage claiming that consumers hate advertising. The evidence? More than half of US household use some kind of ad-blocking technology, such as a spam filter or a pop-up blocker. However, that hardly means that people hate advertising. It just means they hate totally annoying, intrusive and unwanted advertising. Not all advertising needs to be that way, and given the number of people who pass around the latest viral video ad or watch the Super Bowl just for the ads, it's pretty clear that people like certain types of advertising very much. It just requires the marketers and the advertisers to stop thinking of advertising as a second class (or third class) type of content that needs to be forced on people. Instead, it's about recognizing that ads are content, and if it's good content, people will be willing to watch it (or even seek it out). However, it really does need to be good, relevant and non-intrusive. Then, there's no problem at all. There's never going to be a technology designed to block out the ads people want to see. So, no, despite Forrester's claim, people don't hate advertising. They hate bad advertising -- and they always have. It's just that technology is finally letting people be more proactive in avoiding that kind of advertising, which is a good thing.

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  1. identicon
    Spike, 7 Dec 2006 @ 5:45am

    Like it or hate it, who cares?

    The average ROI on traditional advertising is LESS THAN 4%!! So even if I agree with you that people like good advertising (as subjective as that might be), they sitll ignore it, so who cares if it's good content or not?

    If you think that there will ever be a time that we'll live in a world that even more than 5% of advertising is "good, relevant and non-intrusive," then can I move there with you? As we're seeing, advertisers are desperate. And that translates into even louder bad, non-relevant and intrusive ads.

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