Ads are having to try to survive a difficult situation. Consumers are increasingly fed up with advertising and pay little or no attention to it. This is especially the case on television, whose very long advertising breaks have made consumers get used to either changing the channel (which was traditionally done since the remote control entered our lives) to or directly dedicating the time of the break to Another thing, such as using second screens (which have become more and more main screens in our lives).TV commercials are the ones that have the most trouble connecting with audiences, but they are far from the only ones. Video advertising on the Internet, for example, faces quite similar problems, as consumers are increasingly reluctant to watch it and see it more of a nuisance than anything else.
What can brands and companies do to solve these problems and to position themselves in a positive way in this area? How can you bypass the reluctance of Ghana WhatsApp Number List consumers and reach them despite their lack of enthusiasm and interest in these types of ads?One of the solutions that have been imposed in recent times has been to reduce advertising breaks. If consumers are fed up with having to face endless advertising breaks, perhaps the great solution to these problems would be to directly change things and reduce the amount of advertising messages they receive. If they have fewer ads, then they will pay more attention to them and be receptive to what they have to say to them.And yet this is not the solution that will end all evils. As a US study has just shown, reducing advertising load does not significantly improve customer service. The improvement in engagement achieved by television ads is not high enough to be worth it.
The short ad, also a false hope?The other solution that has been proposed to the problems of this type of ads has been to reduce their duration, something that seems logical on the internet (where the 20, 30 or 50 second ad before a video is exasperating) and that television has started to matter. But another study has just put down this idea as a possible solution to all ills.That is what a study by Research Intelligence and Poll fish has just pointed out, carried out on an American sample. The data is especially surprising, because it refers not only to TV but also to the Internet. Consumers prefer ads with a traditional length and therefore 15 or 30 seconds.In the case of television, nearly half of those surveyed believe that 30-second ads are the best. 46.5% of those surveyed chose the 30-second ad as the optimal length and 26.5% stayed with the 15-second ad.
The same happens online Something similar happened – surprisingly – with the internet, despite the growth in the weight of 6-second ads. On the Internet, 38.9% opted for free access to content with a few long ads compared to 31.5% who would prefer free access to content with many short ads.This data is not only eye-catching, but also inviting to reflect on what is taken for granted about the market. After all, short ads are being seen as the solution to all ills and as the tool that will help companies on the net. Advertisers are betting on them and researching how to incorporate them. But are they really that near-miraculous solution?