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. icon
    Peet McKimmie (profile), 7 Dec 2006 @ 5:48am

    Ads I would like to avoid...

    There are two types of ads I would like to be able to avoid.

    1) Irrelevant advertising.

    I have no children. I'm bald. I'm registered disabled and thus unable to drive. I'm very happy with my furniture. Yet I have to put up with two or three each of nappy ads, shampoo ads, car ads and sofa ads every time I try to watch a TV show. I have no interest in any of these products, and no amount of "clever" or "entertaining" advertising will lead me to buy or recommend any of them.

    2) Repetitive advertising.

    The same ad twice in every ad break throughout a show will lead to me boycotting that brand whether or not I need that product.

    If advertisers would take these facts on board and come up with an advertising model I could live with then I'd be happy to watch ad-supported shows. Until they do, though, there's always BitTorrent...

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