The other day, I was talking to some consumers about an ad I had just seen. One acknowledged that she could not say whether or not she had come across that message. “I no longer see the ads,” he told me. He did not watch linear television, where escaping from advertising is impossible, and on the web his brain did not process them. It was a book example of so-called banner blindness. The ads were so irrelevant to him that his brain no longer makes the effort to process that information. It’s just background noise.Of course, your case is not unique. Banner blindness is, in fact, one of the key problems that companies have to face on the internet in terms of advertising. No matter how much they launch campaigns and no matter how much they try to position themselves in the market with them, they must bear in mind that for a group of consumers seeing that message will require an extra effort. The campaign must be twice as good.

But what has led consumers to reject advertising at this level? Why have ads become so ineffective? The point is not only that the excess of publicity has burned the Chad Email List audience, but also that the messages have become unappealing. You could be self-critical and wonder if the ads are getting worse and thus the impact that advertising has on consumers is being weighed down even more.The evidence that advertising has much room for improvement is everywhere. One of the latest data comes from the British market and is connected with the ads that have been penalized by the advertising regulator. Last year, 36,491 ads had to be removed or modified, for not complying with advertising regulations.It is a very high amount, a record, as published by MarketingWeek following the figures of the ASA / CAP. It is also, and this is the worrying thing, a much higher amount than in previous years: compared to the 2019 ads, it represents a 346% growth in bad ads.

This growth is marked by what happens in online advertising. 61% of all these problematic ads are online advertising. Online ads also account for half of the complaints that consumers themselves sent to the agency. Are Online Ads Getting Worse? Perhaps this number is linked to the fact that the agency has improved its tools to measure what happens with online advertising.Still, online ads aren’t the only ones causing problems. Those on television are a fifth of the cases analyzed and have registered a 43% growth in complaints issued.

You might be tempted to think that this data is from the UK market and that it should be viewed as such, but it actually works as a key to understanding the issues in a more general way. They are an example of a general trend. Consumers are fed up with advertising and think it is bad.A study by GWI and Warc concluded not long ago that consumers believe there are too many ads . Only 10% of those surveyed said the ads were memorable. More were those who called them annoying and intrusive.The problems are not only in the frequency or in its memorability, but also in its content. Online advertising, for example, still has a serious sexism and undercover advertising problem. It happens with ads aimed at children , but not only with that market niche. Influencers, for example, are a channel harshly criticized for their weight of advertising not identified as such.And, in the end, innovations have made advertising not get better, but worse on the Internet, as some studies point out . Algorithms have weighed down on creativity and made ads less relevant and more invasive.

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