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
    Ron, 10 Mar 2016 @ 8:27pm

    Publishers Exist Only to Please the Madding Crowd

    Ads for income are pretty useless. People refuse to click and read (or watch) whatever comes up, just as tv viewers ignore ads, the difference being the tv ads play anyhow and literally shout for attention ("Mattress Mac" in the Houston, Texas, area for example!) Nonetheless, computer users are impacted by ads---they do see them, though they may not click them. I have long contended that major corporations could launch far more effective ad campaigns online with no intention of reader clicking and more detailed viewing than with tv, radio, or print. The mere presence of the ads leads to consumer recognition of the advertisers' products. Users don't understand how online advertising works: They think website publishers are a class of super wealthy elitists (and viewers are thus determined to do nothing to benefit that ilk, thus a determination to never click ads.) So, advertisers benefit greatly, as do advertising providers, while readers get unlimited content that publishers has sweated blood to provide, and the publishers...well they just get e-screwed!

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