The lesson, in fact, has already been taught to us by television, although it has not been given all the attention that should be given to what it said. Viewers got fed up with the ad breaks, because they were too recurring and too long.First, when television did not have direct competition, ad breaks became the stage for zapping. It was the moment when you were going to see what they put in the competition, simply for not swallowing the endless minutes of ads. Then, when the internet arrived, the ads became the time to scroll through the social media feed and, as the streaming offer took shape, to end up in the arms of the VoD.
Platforms like Netflix do not serve advertising with their content.But, although Ghana Email List television has already experienced the consequences of the use and abuse of advertising, the lesson has not caught on. The Internet continues to have many and very annoying ads, despite actions to try to limit which ads are served (there, for example, Google’s maneuvers penalizing annoying ads in Chrome) and despite the fact that some players have understood that an excess Advertising is too annoying and is suicide in the long run. The rapid growth of adblocker systems a few years ago served as a warning of danger for some media and some online players.However, consumers continue to feel that there are too many advertisements and that advertising on the internet is annoying.
A recent study by GWI and Warc, based on a sample of the American public, points out that these are the emotions that consumers mention the most when they talk about online advertising.Ads are excessive for 32%, annoying for 31% and intrusive for 27%. Only 10% ensure that the advertising they come across on the net is memorable.In general, and taking into account all the spaces in which ads are seen, consumers have a fairly negative view of advertising. The study invited participants to complete the phrase “the word that best describes the ads you typically see” and consumers were left, many of them, with excessive. That’s where the ads on television, the internet and social networks entered.As they point out in Marketing Dive , ad fatigue can also be linked to pandemic fatigue. Consumers are spending much more time in front of screens and accessing content.
This is causing them to see more ads, because they are spending more total time on the spaces in which they appear. But in the end, be it one way or another, what has been achieved is satiety.Impact for brandsThis data is dangerous for brands. They are not only because one of their main communication channels with consumers is burning, but also because excess advertising has collateral damage on their reputation.Thus, 52% of those surveyed assure that this excess of advertisements and exposure to them has a probable negative impact on how they see the brands that star in them.
That is, the ad companies are seen in a worse light because of the excess advertising. To this must be added that 32% lose in perception of brands when they appear advertising next to questionable content.Likewise, this fatigue makes your investment, to some extent, degraded. For example, 53% of those surveyed recognize that they have skipped a video ad as much as possible in the last week, compared to 40% who say they have seen at least one in full. Overall, 37% of respondents believe that the ads they serve are irrelevant.