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
    Vineet, 24 Jul 2008 @ 6:19am

    Intrusive Ads

    I think we are standing on an inflection point in terms of online advertising. The power is shifting to the user. Customer feedback would play an increasingly important role in decisions involving the kind of advertising they are being fed.

    Businesses must work harder to minimize frustrating features(which obviously includes inappropriate ads, lengthy downloads and poor navigation) in order to develop a positive online relationship with their customers.

    But a section of the online advertising professionals think that in terms of click through rates, popups, overlays, audio banners and intros are really the best performing formats, and that is why they continue to be used.

    But I think one needs to be careful when measuring 'effectiveness', or talking about 'what is proven to work' when that basically comes down to the 'number of clicks' an ad delivers. Clicks don't tell you very much at all.

    Many clicks on intrusive ads are made in error and shouldn't be counted as valid. In fact, these clicks are worse than no clicks at all, since the brand has annoyed the web user.

    Targeting is going to be the mantra and the days of measuring a campaign's success by simply counting clicks are surely numbered.

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