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
    Jeff, 9 Apr 2007 @ 4:40am

    Re: Lower My Bills

    Recently I was in the market for a mortgage loan. I searched the web long and hard for a decent interest rate.

    It occurred to me that "LowerMyBills" might have a better rate than the other companies out there, but you know what?

    Their use of the most annoying ads ever (ALL of them - the dancing silhouettes, the wolf, the generally random images and animations having zero to do with anything) stuck in my head, and I patently refused to go to their website or give them business, even though it may well be that they might actually save me some money.

    You hear that, advertising agency for "LowerMyBills" and people at LMB who hire them? You lost business because of your ad campaign, and only because of your ad campaign.

    Just because an ad sticks in someone's head doesn't make it effective. You have to at least make an effort NOT to have them completely hate you for it.

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