It’s the latest and greatest technology, Ad Blocking. It’s designed so we don’t have to see or view ads via digital and social media. As technology advances, ad blocking has gone from the digital world of advertising to the traditional media, specifically TV. Now, with the touch of a button, you can roll through ads without ever seeing them.
In all honesty, even without the new ad-blocking software, the human mind learned how to block out and avoid annoying ads in all media way before the internet came along.
Marketing experts have professed for years that there are no media that do not produce results; there are only messages that do not produce results. They have also known that people don’t dislike ads, they dislike bad ads.
When you’re creating your next message, whether it’s for online or on-air, ask yourself, what’s in it for my prospects to listen to (or view) this ad? Is there any information or entertainment value for the listener?
Advertising guru Roy Williams, also known as the Wizard of Ads, is often quoted as saying, “For some insane reason, advertisers want their ads to look and sound like ads.”
Understanding that NO ONE consumes any media to see or hear ads is key to creating more effective ads.
A study by Nielsen and Nielsen Catalina Solutions indicates that 49% of a brand’s sales lift from advertising is due to the creative, which refers primarily to the quality and the messaging. A better message will garner a better response every time.