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
    spoon?!?!, 7 Dec 2006 @ 8:42am

    Good commerical != expensive commerical. Do you think it took a lot of money to film those BMW car crash commercials?

    Artistic talent creativity, and sociability aren't proportional to one's pockets. You just need to find good commercial artists and cling to them, do some background polling, and get out more. And user-submitted commercials work! Look at the whole Chevy experiment - it worked out great, and all they had to do was pay for a website and the bandwidth.

    But even if they do "get it" and there is some day when commericals are on average engaging and sell a product well (and rate of return is significant higher therein), there will always be bad commercials, bad artists, and most of all bad polls.

    And yould all you commercial artists stop making commercials with insane people that scream idiocies about nothing?! They make me think they're going to eat their children.

    ...putting something into your head through eternal repetition's a Nazi tactic. Just sayin's is all...

    [/angst]

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