Among the tweets that ended up indirectly reaching my Twitter feed this weekend, I like it through other users, were those of some users who complained about the experience of using the premium version of El Mundo . El Mundo has joined the newspapers that have imposed limits on their users in accessing content without prior payment, opening a payment option for subscribers. What some tweeters complained about was that, once that premium version of the content was accessed, the experience, in advertising terms, did not improve. Consumers kept seeing ads and more ads, including formats that were annoying.Of course, this online medium is not the only payment format that includes advertising. The television channels of the paid services have ads in their linear version, ads that last many minutes and that make a 23-minute chapter go beyond half an hour, but also some video on demand. Although Movistar + users pay for the content they are watching, they still have to see advertisements before accessing series, movies or whatever corresponds, for example, on demand.Advertising is everywhere and on all kinds of channels, although consumers are increasingly fed up with it. In fact, there are those who explain the success of some of the emerging VoD formats thanks to the pull of reaching the consumer without traditional advertising (see Netflix, ad-free).The reality of the advertising market could be summarized using three key points. This is what they have just done in an analysis of the situation by The New York Times.Advertising is seeing things change because agencies are being asked to do more and more with less budget, because creativity is less and less important in the face of the tug of data and because, and very important, the consumer is more fed up than ever with advertisements.

This is understood not only Estonia Phone Numbers List because the ads may seem less attractive and less attractive, but also because we are increasingly surrounded by advertising.Campaigns, as one analyst explains, no longer appear on TV in a selected way and in a few print media as they did a few decades ago, but are now pursuing the consumer on each and every one of the platforms. We have ads on TV and in print as before, but also on Facebook, YouTube, on outdoor media or in the mobile app.The market has no choice but to renew itself if it wants to reconnect with consumers. Advertising has to change. “People hate ads,” noted a former Hearst Magazines top executive, Joanna Coles, during a publicity event in New York, as reported by the Times , making it clear that the fault lay with the advertisers themselves.

10,000 ads per day Studies have shown over the last few years that advertising has become not only excessive, but also very intrusive and very annoying. The formats that have been established on the Internet make the experience much poorer (for example, advertising formats that cover the screen or that add content that operate alone, such as videos) but also that the consumer feels more watched and with much less privacy (you just have to think about hotel and travel ads to see this point).Saturation with advertising is not only marked by “ad fatigue”, as recalled in Entrepreneur this summer. On average, each citizen sees a total of 4,000 to 10,000 ads every day, as noted by a US study, which makes them too tired of advertising and has turned it into background noise.

But, in addition, advertising is weighed down by the loss of trust before the media and brands, the drop in the creative quality of the ads, the growth of consumer power, the loss in user experience (the ads make it worse), the The fact that the advertisements do not contribute anything or the fact that the advertisements start from fashionable themes without going further (for example, the woke washing).A cross-cutting problem In addition, it is not just about an examination of conscience for a question of responsibility or a need to reach an entire niche of the public. The experts, going back to what the analysts with whom the Times has spoken point out , are very clear that the problem of the hatred of advertising is universal, it reaches all generations (with young people as an exponent in which things are more serious) and it won’t magically fix itself.

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