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
    Anonymous Coward, 7 Dec 2006 @ 4:02am

    Re: What are the Alternatives?

    "Which would they hate most: PAYING for the content or service themselves"

    Some people have no problems paying for content themselves, can you say "TiVo"? TiVo charges consumers plenty of cash each month for the ability to FF through advertising, and plenty of people are willing to pony-up the $$$ to do that.

    Also, plenty of people would much rather purchase a season "X" of "some television series" on DVD, instead of getting basically the same content for free by use of a VCR set to record each episode, plus commercials.

    Sure, when people have the choice to pay for content WITHOUT all the extra advertising -- or as the above article mentions, "intrusive advertising" -- people will purchase it.

    Newspapers work plenty-well in this format -- you get plenty of content and mostly since the advertising gives the reader a choice whether to read it or not, the reader generally has no problems putting up the cash for the content.

    This could go the other way though, how many times have your purchased a thick magazine that has 70% advertisements and hardly any content inside, and because of this, you feel as though you've been "ripped-off"...

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