The majority of Americans are fed up with bad ads. According to InsightsOne, 87 percent of Americans ages 18 and over are so tired of annoying, irrelevant ads that they are willing to completely ignore the brand producing them. Approximately 23 percent said they will ignore a company after one disruptive popup or spam email, while 43 percent set their cutoff at two.
Those surveyed were not bias when it came to which form of media they found had the worst ads either. While spam and junk mail are first-to-mind, many other Americans pointed to channels such as social media, website banner ads, and, of course, television. As a matter of fact, 60 percent of the 91 percent of people who claim to see annoying ads on a regular basis picked television as the worst offender.
Irritating jingles and repetitive dialogue is nothing new to the world of advertising. However, because of the numerous choices audiences now have when it comes to entertainment, consumers are no longer confined to one medium. This means that they have the ability to leave when they have hit the limit with an ad – and some do. Thirty-six percent of those who said they have been “flooded” with bad ads online reported actually leaving a website to avoid them.
As Conversation has highlighted in the past, the answer to actually gaining consumers’ attention may be through a holistic approach. Waqar Hasan of InsightsOne points out that today’s consumer is less likely to identify with an ad if it is not relevant to them as an individual. This is what led to the criticism of real-time marketing by many industry experts. Brands ignored what was most appealing to their target and simply tried to take advantage of what is considered by many to be a passing marketing fad. In order to create a lasting relationship with consumers and not come off as “annoying,” brands must develop a strategy that ensures the correct targets are exposed to their content. If not, advertising will continue to simply be viewed as a disruption.