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
    Beefcake, 7 Dec 2006 @ 10:45am

    Re: What are the Alternatives?

    What year are you living in? The standard of equating "expensive" with interesting and or effective is exactly the ad industry's problem. Alternatives exist everywhere, if someone just bothers to come up with them. Try creating and innovating. Dumping a bunch of cash into a commercial may make it good, or it may still suck. Case in point is the same Super Bowl example-- after the game, I remember maybe 3 or 5 of the ads which stood out to me. Not each and every cash-sucking beast which was aired.

    On the other hand, targeting a small amount of cash into a properly targeted campaign narrowcasted to potential users (as opposed to broad-casted to everyone). Just imagine if Trojan had a tattoo (even temporary) on or near Britney's vagina a few weeks ago. Kick her a few bucks to do something she's clearly willing to do for free and you've got yourself a properly targeted and very effective ad which will self-propagate (irony intended.)

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