What bothers consumers when it comes to advertising? The list is possibly quite long and you just have to stop to analyze the answers that studies on the subject (and there are more and more of them) give to find clues of what makes consumers hate advertising. Invasive ads, messages that are too long and weigh down on content, or those that seem overly personalized often have a very negative impact on consumers’ perception of things, but they are not the only elements that can weigh down on strategy. Consumers also hate ads that are overly insistent, those that repeat themselves to the point of boredom.The thing is not exactly new, although new technologies have made the problem much more visible. Back in the age of television, it was easy enough to end up hating that ad that appeared over and over again in ad breaks. The ‘this ad again!’ It was not a strange message that could be exclaimed while viewing the advertisements.Now, in the age of the internet and new technologies, encountering the hateful ad is even easier, because retargeting technologies have made it so much easier for this to happen. An algorithm knows that you have seen such a product in such an online store and that you have not bought it, so it will start its campaign of harassment and demolition chasing you to infinity (or at least that is what the consumer feels) with that product.

Advertising that persecutes Sweden WhatsApp Number List consumers has become a kind of part of online folklore (you just have to think about the amount of jokes and humorous elements that have been made from it), but also one of the things that they annoy consumers the most and about which they are most vocal. A study carried out on an American sample concluded that 77.4% of consumers consider that the frequency of re targeting ads is excessive, while only 22.6% point out that the amount of this type of ads that serve them does not upset.In general, you could say that consumers are fed up with seeing the same ad to the point of boredom. But while consumers are fed up, marketers and ad managers aren’t really doing much to end it.Advertisers hate them tooAnd it’s not that advertisers aren’t aware of the problem and don’t also hate the state of affairs. As they point out in an eMarketer analysis , advertisers hate the problem too, and they too think it’s a drag.

But, despite this fed up with this type of advertising messages, they are not able to do anything either. They are not effective at killing these types of advertising messages.In fact, a study by The CMO Club indicates (and it is on a global sample in this case) that 78% of top marketers consider that there is no excuse for consumers being bombarded with advertisements for products they have already purchased .They too are fed up with these ads, although they can’t quite believe what is being said about how often the ad runs. 60% of these respondents do not quite believe that the data in the reports on the frequency of these ads is correct. Therefore, since they do not have real data, they are not able to know the truth about how many times the ads are served and to prevent this problem.Marketers’ reluctance about these figures has an explanation.

Since different advertising platforms are used with different types of measurement and reports, it is difficult to unite in a single piece of information what is happening with re targeting advertising.Do away with ads, the solution?Is there a way to end the problem? Consumers, going back to the Shenanigans study data, are more or less clear about it. Brands should improve the system or leave it. 39.2% of consumers bet on leaving ads that use retargeting forever. In front of them, 33.7% indicate that they should realize earlier and better when a consumer stops being interested in a product.With less weight are those who point out that the relevance of the advertised products should be improved (12%), that the personalization of these ads should be improved (7.6%) or that the images should be more attractive (7.2%).

Leave a Reply

Your email address will not be published. Required fields are marked *