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
    ConceptJunkie (profile), 7 Dec 2006 @ 10:14am

    Re: What are the Alternatives?

    You remind me of those people who seem to think that by watching TV or reading a Web site, we are entering into some kind of implied contract with the provider of the content. This is not so. It is a business arrangement between the ad seller and the ad buyer.

    If the ad buyer is so clueless as to make advertisements that offend, annoy otherwise turn off the viewer, and the viewer blocks ads, that's the buyer's fault.

    As far as I'm concerned it's the advertisers responsibility not to tick me off. If because of that I end up having to pay for something that was otherwise "free", then I'll deal with it. Regardless, advertising that bugs me is not only not effective, but I will avoid those companies who commit such as offense.

    It's not a matter of expense, and I know there's very little real creativity or artistry in Hollywood and Madison Avenue... but it doesn't take an artistic genius or a a million dollars to make an ad that isn't excessively noisy or flashing or stupid or otherwise likely to drive your audience to annoyance, anger or worse.

    If the advertiser and content provider can't come up with a workable business plan, that's not _my_ problem.

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