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
    James, 7 Dec 2006 @ 7:19am

    I disagree...

    With the article.. I think for the most point people dislike advertising and tolerate it for two reasons, 1 - Its ubiquitous and 2 - It does pay for previous mentioned content (tv, etc.).

    While people will watch creative ads (super bowl), it doesn't truly mean they all of a sudden like advertisting just because its funny or creative.

    Advertising in general has become so pervasive I think most of simply hate it because we can hardly escape it. And the idea, that I want to watch your annoying flash ad while reading a news article online is even more objectionable.

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