Actually, people don’t hate advertising, they hate that it prevents from watching, listening or reading what they want.
Iab Technology Laboratory did some research about who and why blocks the ad. According to them, two-thirds of consumers that are using ad blockers ready to stop blocking ads if ads will not autoplay, block content, and contain malware/viruses.
Global Web Index found that 4 of 10 people used to block ads in 2018. Users use ad blockers on their smartphones because they are convinced that ads slow down browsing or contain boring information.
They’ve mentioned that 47% of people in the Asia Pacific (APAC) use blockers, in North America the number using ad blockers reaches 43%, in Europe 39%.
The report shows that 23% of mobile users from North America block ads on their smartphones, and 38% of mobile users block advertisements in APAC. For many people, ad blockers became a standard part of their online life.
According to the Eyeo report, there are over 600 million devices with some type of ad-blocking software installed. Over 62% of devices with ad-blocking software installed are mobile. In addition, this summer Google will stop showing aggressive and intrusive ads. On July 9 this year (2019) Google Chrome plans to launch Chrome ad-blocker.
Browser will block some types of desktop ads:
- pop-up ads
- autoplaying video ads with sound
- prestitial ads with countdown
- large sticky ads
and mobile ads:
- pop-up ads
- prestitial ads
- ad density higher than 30 percent
- flashing animated ads
- auto-playing video ads with sound
- postitial ads with countdown
- full-screen scrollover ads
- large sticky ads.
It is a big failure for advertisers that will cause the loss of their potential customers. But is it the fault of the blockers themselves, or of the marketers?
Thoughts to think on
Actually, people don’t hate advertising, they hate that it prevents from watching, listening or reading what they want. Ads make people wait to reach what they want.
, a professional marketer, considers that stereotype that everyone hates advertising is an excuse of specialists who create and sell advertising. It’s more like an opportunity to sell and create bad advertising. And yet, people are not so categorical to the advertising itself, they hate advertising that sucks.
Notice advertising during the Super Bowl, people can take their bathroom breaks during the game so they don’t miss the commercials. In 2018 Marketing charts
analyzed consumers attitudes to ads from 2008 to 2018.
It turned out that the majority of respondents had a positive attitude towards advertising. For them, advertising is entertaining and introduces new market trends. Two features: ad should entertain and show the benefits.
Advertisers are definitely going the extra mile to make their ads effective regardless of funny, informative, clever, and emotional way. Best commercials induce viewers to do something (make a purchase, discuss in social media, share, etc.) after they finish watching the commercial.
Unfortunately, most advertisers ignore the serious approach to creating advertising. It turns out that a huge amount of similar advertising is starting to annoy people. As a result, they block it. Let’s see in more detail what reasons do people have to dislike advertising.
Reason 1. People hate deception
According to the Edelman Trust Barometer
, overall trust in brands dropped to 41%. Companies that producing terrible ads continuously lose their customer’s trust. The research showed that a vast majority of consumers around the world want brands to lay out advertising in social media platforms more thoughtfully.
According to polls provided by Edelman Trust Barometer, 70% of respondents weren’t happy with the spread of fakes in ads. 54% of consumers felt uncomfortable with marketers tracking in-store purchases for targeting purposes. 4 of 10 consumers said they wouldn’t become emotionally attached to the brand if they weren’t interacting via social media. But they don’t want to be tricked and used for personal purposes of the brand.
Here are some examples of unsuccessful advertising campaigns in which consumers were deceived:
In 2015 there was a scandal around VW diesel cars
. According to advertising, these cars were totally safe for the environment, and lots of people rushed to buy them. Subsequently, the Environmental Protection Agency (EPA) found that lots of VW cars that were sold had found “irregularities” in tests to measure carbon dioxide emissions levels.
Don’t think that if you are a player in the service industry, you will not be threatened in disputes. 2018 brought new scandals in the game industry. For instance, creators and marketers of Battlefield V
totally screwed up.
Every bit of Battlefield V marketing was poisoned by bad decisions. Starting with the famous phrase “If you don’t like it - don’t play”, and ending with numerous shakes (microtransactions) after the release. Consumers expected productive action and received caustic phrases from advertisers.
Reason 2. People hate a hard sales pitch
Everyone has met the intrusive ad, cold calls from telemarketers, annoying banners, etc. The hard sell is also an aggressive way of making a sale. For example, some salespersons may forcefully induce users immediately make a purchase or you can meet banners that contain aggressive information.
Also, marketers like to embellish product or service description, for example, exaggeration of brand benefits. However, this is no reason to do the same. Don’t make your customers gullible or stupid. Be honest with your customers.
Hard selling is thin ice. If you don’t know how to apply it correctly, your campaign will fail. The hard sell is rather off-putting and irritating. They can force people to block the ad and leave a negative review about your product or service. Repeat customers and word of mouth are much more important for sales.
Reason 3. People hate very loud advertising
Well, you know the case when you watch some videos or play a game, and suddenly advertising with inappropriate content and loud sound pops up and makes your ears bleed. Loud is not the way to break through the mess.
In 2011 there were issued federal rules to make advertisements at the same level of loud. But the law concerned television advertising. Nevertheless, no one touched digital advertising.
Do you really think that the louder your advertisement is, the more fans your brand will have? Just normalize the volume of ads so that they aren't louder than the song they follow. Ads should be the same volume as the rest videos or music.
Reason 4. People hate cliche
Always think what to say or write. Customers don’t like empty meaningless cliches such as “qualified staff”, “high quality”, “best customer service”, “guaranteed satisfaction”, etc. These phrases give the impression that they have nothing important to say.
But people don’t want to hear hollow vainglory of your company, people want to know how your brand can make their lives better or more interesting. Customers don’t want advertisers to say how great their company is, they want proves.
To be found by the prospects use keywords to describe your product or service in a full. Advertising content should be thoughtful, every word thought out to create the right message for your customers.
According to Videodesin
, many people click on advertisements because of a trick. The ad was interesting and relevant, but after, the brand was full of cliches. You don’t like it when you get a vague answer on your clear question, don’t you? Be profitable for your client.
Reason 5. People hate being interrupted
Imagine you have a serious conversation, and then suddenly a person pops up, interrupts your important conversation and starts talking about how cool he is. Unpleasant situation, isn’t it?
The same feeling have customers. They hate being interrupted while they watch, read, or listen to something. Annoying ad disrupts the user experience. Advertising will be better perceived if the message is properly targeted and relevant to the users. This ad would be valued to the experience instead of interrupting it.
Interruption Marketing doesn't work well anymore because of younger consumers who are used to multi-tasking and easily can block the ad. When all the marketers are fighting to get the buyer’s attention the results are sad because nobody wins. Be the one who doesn’t have to interrupt to be heard.
Consumers are empowered
There are five reasons why users block the ads:
People are tired of bad ads. Ads supposed to grab user’s attention in the best way in order to make a good association with a product or service. Ads have to make you feel the necessity in the brand by showing consumers all the priorities.
However, advertising doesn't do its job as needed. Usually, advertisers often act in two ways: ad either goes under the radar and doesn’t sell anything, or it hits customers in the face like a frying pan in Tom and Jerry cartoon.
Today it doesn’t work. The ad doesn’t focus on the most important, the content should lead to the right destination. The ad should evoke emotions so that later these emotions would be associated with your product or service. Don’t be annoying, be the problem solver.