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
    Tyshaun, 7 Dec 2006 @ 3:04pm

    Re: good ads don't have to be expensive

    it doesn't necessarily take a lot of money to produce a memorable ad that won't annoy people. Look at Apple's Ma/PC ads: two people standing against a plain background. Just talent fees and a simple graphic. Or their iPod ads: a dancer in silhouette against a plain background, plus simple graphics (and the dancer's talent fee is probably way less than the two actors in the Mac ad).

    There are plenty other good ads too. It just takes creativity more than cash to come up with clever advertising that people won't hate. Not enough creativity out there.

    1. Please tone down the Mac Fanboy/girl overtones.

    2. Just because it looks inexpensive, who's to say it is. A lot of the cost of advertising, like anything else, isn't apparent. My guess, if I had to take one, is that a pretty high powered ad agency was behind the ads in question, and they were paid quite handsomely. The new Mac commercials are obviously a themed serialized affair, not a one shot wonder, and that costs $.

    3. I have no 3, just felt weird not having it there.

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