Are we getting more and more fed up with advertising? Have advertisers reached the limit of what consumers can bear? These questions should be what advertisers ask themselves by looking at what consumers are doing and how they receive ads.In recent years, advertisements have shown that citizens are more and more reluctant to advertise. They are concerned about their privacy, they are stressed that brands are too present or overwhelmed by the excessive advertising noise that surrounds them. The fact that we are becoming more connected and more surrounded by screens has simply created more opportunities for brands to place more ads and increase noise.This has made ads less and less perceived by consumers. Banner blindness, for example, is a reality. So much advertising and so recurrently has led to the consumer’s brain not seeing things directly. That is, the ad is there, but the brain is no longer processing it. Some statistics already indicate, in fact, that 60% of the clicks that are made on online banners are accidental.

The war on ads and the Japan WhatsApp Number List rejection of them are not only noticed online. A very important part of the fatigue of the spectators before television is linked to the advertising load of the medium. The excess of ads and especially that the advertising breaks were eternal, weighed down the user experience and made it much easier for them to fall into the arms of their alternatives.Increasingly active in ad blockingThe fact that consumers are tired of advertising can also be seen in the statistics that indicate how they have been making decisions and taking actions to position themselves against it. It is not only about downloading adblockers, but also trying to block other types of advertising, such as telephone spam.Thus, the number of registrations on the Robinson List has grown overwhelmingly in 2018.

The Robinson List is a free service that includes those users who want to make it clear that they do not want to receive commercial messages. Many consumers see it as a shield against receiving business calls, but it actually works for many more business communications.Right now there are 770,000 people registered on the list, which means that, compared to the closing numbers of 2017, new registrations have practically quadrupled. In 2017 the new registrations were 58,386. In 2018 they were 227,499 (without finishing the year yet). This growth is also closely related to the entry into force of the European data protection law. After its entry into force and the fact that it has marked higher fines for companies that skip it and has tightened the conditions, consumers have begun to add more to the list.

In addition, there is a greater sensitivity when it comes to advertising and the rights that consumers have in this area. Consumers are increasingly clear that they do not want to receive spam, but also that they have the right not to.The model does not work All of this should make companies think more about what they are doing and what results they are achieving. The model does not work and continuing to insist on the same and using the same resources that have exhausted consumers does not seem like the best of ideas. You have to be able to find new ways to reach consumers and create an advertising environment that is much more positive, that ensures that messages get through and not get blocked or ignored along the way.

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